Method and system for gaming and brand association

ABSTRACT

A gaming method includes receiving a first wager from a player, displaying a first image representing a game, determining a first outcome associated with the game, and determining a first payout according to the first outcome and a first paytable. The gaming method also includes determining if a brand-association event has occurred, selecting a brand if the brand-association event has occurred, using a second paytable if the brand-association event has occurred, the second paytable including at least one payout associated with the selected brand, receiving a second wager from the player, displaying a second image representing a game, determining a second outcome associated with the game, and determining a second payout according to the second outcome and the second paytable, the second payout comprising the at least one payout associated with the selected brand.

BACKGROUND

This patent is directed to methods and systems for gaming, and inparticular to methods and systems for gaming and brand association.

SUMMARY OF THE INVENTION

In one aspect, a gaming method includes receiving a first wager from aplayer, displaying a first image representing a game, determining afirst outcome associated with the game, and determining a first payoutaccording to the first outcome and a first paytable. The gaming methodalso includes determining if a brand-association event has occurred,selecting a brand if the brand-association event has occurred, using asecond paytable if the brand-association event has occurred, the secondpaytable including at least one payout associated with the selectedbrand, receiving a second wager from the player, displaying a secondimage representing a game, determining a second outcome associated withthe game, and determining a second payout according to the secondoutcome and the second paytable, the second payout comprising the atleast one payout associated with the selected brand.

In another aspect, a gaming method includes selecting a brand,displaying an image representative of an advertisement for at least oneof a good and a service provided by a brand-promoter associated with theselected brand, displaying an image representative of a game, the imagecomprising at least one game element incorporating brand informationaccording to the selected brand, determining an outcome of the game, anddetermining a payout according to the outcome, the payout comprising atleast one good or service associated with the selected brand.

Additional aspects of the disclosure are defined by the claims of thispatent.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an embodiment of a gaming and brandassociation system in accordance with the invention;

FIG. 1A is a block diagram of a brand association aspect of the gamingsystem shown in FIG. 1;

FIG. 2 is a perspective view of an embodiment of one of the gaming unitsshown schematically in FIG. 1;

FIG. 2A illustrates an embodiment of a control panel for a gaming unit;

FIG. 3 is a block diagram of the electronic components of the gamingunit of FIG. 2;

FIG. 3A is a block diagram of the electronic components of analternative gaming unit;

FIG. 4 is a flowchart of a brand association routine that may beperformed during operation of the system 50;

FIG. 5 is a flowchart of a routine for establishing a player profilethat may be used in conjunction with the brand association routine ofFIG. 4;

FIG. 6A is an illustration of an embodiment of a visual display that maybe displayed during performance of a slots routine;

FIG. 6B is an illustration of an embodiment of a visual display that maybe displayed during performance of a slots routine as modified accordingto the brand association aspect of the system 50;

FIG. 7 is an illustration of an embodiment of a visual display that maybe displayed during performance of the brand association routine;

FIG. 8 is an illustration of an embodiment of another visual displaythat may be displayed during performance of the brand associationroutine;

FIG. 9 is a flowchart of an embodiment of a main gaming routine that maybe performed during operation of one or more of the gaming units;

FIG. 10 is a flowchart of an embodiment of a verification routine thatmay be performed during the operation of the main gaming routine of FIG.9;

FIG. 11 is a flowchart of an alternative embodiment of a main gamingroutine that may be performed during operation of one or more of thegaming units;

FIG. 12 is an illustration of an embodiment of a visual display that maybe displayed during performance of the video poker routine of FIG. 14;

FIG. 13 is an illustration of an embodiment of a visual display that maybe displayed during performance of the video blackjack routine of FIG.15;

FIG. 14 is a flowchart of an embodiment of a video poker routine thatmay be performed by one or more of the gaming units;

FIG. 15 is a flowchart of an embodiment of a video blackjack routinethat may be performed by one or more of the gaming units;

FIG. 16 is an illustration of an embodiment of a visual display that maybe displayed during performance of the slots routine of FIG. 18;

FIG. 17 is an illustration of an embodiment of a visual display that maybe displayed during performance of the video keno routine of FIG. 19;

FIG. 18 is a flowchart of an embodiment of a slots routine that may beperformed by one or more of the gaming units;

FIG. 19 is a flowchart of an embodiment of a video keno routine that maybe performed by one or more of the gaming units;

FIG. 20 is an illustration of an embodiment of a visual display that maybe displayed during performance of the video bingo routine of FIG. 21;and

FIG. 21 is a flowchart of an embodiment of a video bingo routine thatmay be performed by one or more of the gaming units.

DETAILED DESCRIPTION OF VARIOUS EMBODIMENTS

Although the following text sets forth a detailed description ofnumerous different embodiments of the invention, it should be understoodthat the legal scope of the invention is defined by the words of theclaims set forth at the end of this patent. The detailed description isto be construed as exemplary only and does not describe every possibleembodiment of the invention since describing every possible embodimentwould be impractical, if not impossible. Numerous alternativeembodiments could be implemented, using either current technology ortechnology developed after the filing date of this patent, which wouldstill fall within the scope of the claims defining the invention.

It should also be understood that, unless a term is expressly defined inthis patent using the sentence “As used herein, the term ‘______’ ishereby defined to mean . . . ” or a similar sentence, there is no intentto limit the meaning of that term, either expressly or by implication,beyond its plain or ordinary meaning, and such term should not beinterpreted to be limited in scope based on any statement made in anysection of this patent (other than the language of the claims). To theextent that any term recited in the claims at the end of this patent isreferred to in this patent in a manner consistent with a single meaning,that is done for sake of clarity only so as to not confuse the reader,and it is not intended that such claim term be limited, by implicationor otherwise, to that single meaning. Finally, unless a claim element isdefined by reciting the word “means” and a function without the recitalof any structure, it is not intended that the scope of any claim elementbe interpreted based on the application of 35 U.S.C. §112, sixthparagraph.

FIG. 1 illustrates one possible embodiment of a casino gaming and brandassociation system 50 (hereinafter “system 50”) in accordance with thedisclosure. Referring to FIG. 1, the system 50 may include a first groupor network 52 of casino gaming units 54 operatively coupled to a networkcomputer 56 via a network data link or a bus 58. The first network 52may also include a communications computer 60, which may be coupled tothe network computer 56 via the data link or bus 58. The communicationscomputer 60 may also be coupled to a transceiver 62, which transceivermay be a wireless transceiver, such as a radio frequency transceiver orinfrared transceiver, for example. The transceiver 62 may be incommunication with one or more personal communication units 64 (such asa Personal Digital Assistant or the like, having a controller includinga processor and memory operatively coupled to the processor), a datalink 66 being formed according to the method of communication used(e.g., radio frequency, infrared, etc.). The personal communicationunits 64 may be owned by the player, or may be provided to the player bythe operator of the network 52.

The system 50 may include a second group or network 72 of casino gamingunits 74, 75 operatively coupled to a network computer 76 via a networkdata link or a bus 78. The second network 72 may also include acommunications computer 80, which may be coupled to the network computer76 via the data link or bus 78. The communications computer 80 may alsobe coupled via the data link or bus 78 to transceivers 82 that areattached to or integrated with the gaming units 75, which transceiversmay be wireless transceivers, such as a radio frequency transceivers orinfrared transceivers, for example. The transceivers 82 may be incommunication with one or more personal communication units 84, a datalink 86 being formed according to the method of communication used(e.g., radio frequency, infrared, etc.). The personal communicationunits 84 may be owned by the player, or may be provided to the player bythe operator of the network 72. The network 72 may also include a kiosk88, which differs from the gaming units 74, 75 in that the kiosk is notprogrammed to operate according to the gaming aspect of the system 50,the gaming aspect being explained in greater detail with reference toFIGS. 9-21.

The system 50 may further include a third group or network 92 of casinogaming units 94. The gaming units 94 may be coupled via a data link or abus 96. The third network 92 differs from the first and second networksin that there is no network computer coupled to the data link 96.

The first, second, and third gaming networks 52, 72, 92 may beoperatively coupled to each other via a fourth network 102, which maycomprise, for example, the Internet, an intranet, a wide area network(WAN), or a local area network (LAN). The network 102 may include aplurality of network computers or server computers (not shown), each ofwhich may be operatively interconnected, and may include InternetService Providers (ISPs) or online service providers. The first, secondand third networks 52, 72, 92 may be coupled to the fourth network 102via a first, second, and third data links 104, 106, 108. Where thenetwork 102 comprises an Intranet or the Internet, data communicationmay take place over the communication links 104, 106, 108 via anInternet communication protocol.

The fourth network 102 may also be coupled to other computers ornetworks other than the first, second and third networks 52, 72, 92discussed above. For example, the fourth network 12 may be coupled toone or more other network computers 110, 112, via data links 114, 116.These network computers may, in turn, be coupled via data links 118.Additionally, the fourth network 102 may be coupled to a communicationscomputer 120 via a data link 122, the communications computer 120 beingcoupled to a transceiver 124. The transceiver 124 is shown incommunication with personal communication units 126, which may be in thesame geographic location as the gaming units 94 of the network 92, via adata link 128 formed according to the method of communication used (e.g.radio frequency, infrared, etc.). The personal communication units 126may be owned by the player, or may be provided to the player by theoperator of the network 92. Also shown coupled to the network 102 is agaming unit 130; the network 102 may be coupled to the gaming unit 130by a data link 132.

The network computer 56 may be a server. According to one embodiment,the network computer 56 may be used as an accounting system server toaccumulate and analyze data relating to the operation of the gamingunits 54. For example, the network computer 56 may continuously receivedata from each of the gaming units 54 indicative of the dollar amountand number of wagers being made on each of the gaming units 54, dataindicative of how much each of the gaming units 54 is paying out inwinnings, etc. According to another embodiment, the network computer 56may be used as a player tracking server or a bonusing server toaccumulate and analyze data relating to the operation of particulargaming units 54. According to this embodiment, the network computer 56may receive data from a particular gaming unit 54 indicative of theidentity of the player operating the gaming unit 54, the number ofwagers being made on the gaming unit 54, etc. If the network computer 56is being used as a player tracking server, the network computer 56 mayuse the data accumulated to award player tracking points to the player,which points may be used to assess comps or to be redeemed for goods orservices. If the network computer is being used as a bonusing computer,the network computer 56 may use the data accumulated to award the playerprizes, which may be goods or services, based on individual orcollective performance, to award bonusing points which points may beredeemed for goods or services, etc. According to a still furtherembodiment, the network computer 56 may be used as a download server tomonitor the software implemented by and the data utilized by the gamingunits 54, to determine if software or data upgrades are available, andto download the upgrades to the gaming units 54. According to yetanother embodiment, the network computer 56 may be used as a brandassociation server, as will be explained in greater detail withreference to FIG. 1A, below.

The network computer 76 may be a server and may be used to perform thesame or different functions in relation to the gaming units 74, 75 asthe network computer 56 described above. Similarly, the networkcomputers 110, 112 may be servers, and may be used to perform the sameor different functions in relation to the gaming units 54, 74, 75, 94 asthe network computers 56, 76. Moreover, the network computers 110, 112may be different servers, and may perform the same or differentfunctions in relation to the gaming units 54, 74, 75, 94.

As an alternative, the operation of the gaming units may be monitoredand/or coordinated without the use of a central computer or controller,as in the third network 92. During operation, the processing required bythe operations otherwise performed by a network computer may be sharedby the gaming units 94. Such shared processing may be referred to aspeer-to-peer networking, and is also within the scope of the presentdisclosure.

The communications computers 60, 80 may also be servers. That is, thecomputers 60, 80 may monitor and coordinate the communications betweenother computers, such as the network computers 56, 76, and the personalcommunication devices 64, 84 via the transceivers 62, 82. Alternatively,as in the case of the communications computer 120, the communicationscomputer may be part of a mobile communications network that is operatedand administered by an entity other than the entity that operates andadministers the network of gaming units, such as gaming units 94. Such amobile communications network may be a cellular telephone network, andthe communications computer 120 may represent the base station system ofsuch a network, which base station system may be in communication withthe Internet via a gateway, for example. According to this embodiment,the personal communication units 126 may be mobile stations, such ascellular telephones, portable e-mail devices (e.g., BLACKBERRY® devicesmanufactured by Research In Motion Ltd., of Waterloo, Ontario, Canada),personal digital assistants (PDA), laptops, tablet personal computers,etc.

The first network 52 of gaming units 54 may be provided in a firstcasino, the second network 72 of gaming units 74, 75 may be provided ina second casino located in a separate geographic location than the firstcasino, and the third network 92 of gaming units 94 may be provided in athird casino in a separate geographic location that the first and thesecond networks. For example, the three casinos maybe located indifferent areas of the same city, or they may be located in differentstates. However, the three networks 52, 72, 92 may be disposed indifferent sections of the same casino, or the gaming units 54, 74, 75,and 94 may even be disposed in the same section of the same casino.

Although the networks 52, 72 are shown as including one network computer56, 76, one communications computer 60, 80, and four gaming units 54,74, 75 and the network 92 as including four gaming units 94, it shouldbe understood that different numbers of computers and gaming units maybe utilized. For example, the network 52 may include a plurality ofnetwork computers 56 and tens or hundreds of gaming units 54, all ofwhich may be interconnected via the data link 58. The data link 58 maybe provided as a dedicated hardwired link, a wireless link, a fiberoptic link, or a network (LAN, WAN, Internet, intranet) connection.Although the data link 58 is shown as a single data link 58, the datalink 58 may comprise multiple data links. Numerous gaming units 130,kiosks 88 and personal communication units 64, 84, 126 may also beincluded.

FIG. 1A is one embodiment of the system 50, as seen from the point ofview of the brand association aspect of the system 50. As such, many ofthe elements of the system 50 referenced in FIG. 1A correspond to one ormore of the elements described with reference to FIG. 1. However, asmore than one of the elements described in FIG. 1 may correspond to theelements shown in FIG. 1A, the elements of FIG. 1A have been numberedseparately, and the correspondences addressed in turn in detail below.

As seen in FIG. 1A, the system 50 may include several servers 140, 142,144, 146, although other servers may be included. These servers 140,142, 144, 146 may correspond to one or more of the network computers 56,76, 110, 112 or the communications computers 60, 80, or, alternatively,the processing of these servers may be shared by gaming units, as in thenetwork 92. The servers shown are as follows: a brand association server140, a player tracking server 142, a gaming unit download server 144,and a communication server 146. Other servers that may be used with thesystem 50 could include advertisement scheduling servers, advertisementselection servers, advertising billing servers (which may include bothlocal advertisement billing servers and national advertisement billingservers) etc.; many of the operations carried out by such servers arediscussed below in regard to the brand association server 140, but itshould be understood that these operations could be tasked to one ormore of the servers just mentioned.

The servers 140, 142, 144, 146 may be connected by one or more datalinks and one or more networks. According to the embodiment shown, thebrand association server 140 is coupled via a data link 148 and anetwork 150 to the player tracking server 142, the gaming unit downloadserver 144, and the communication server 146 via the data links 152,154, 156. The brand association server 140 is also coupled via a datalink 158 another network 160, which is in turn coupled via a data links162, 164, 166 to remote servers 168, 170, 172. The servers 168, 170, 172may be associated with three different brands, for example, as will beexplained in greater detail below.

Additionally, certain of the servers may be coupled to other elements,such as player tracking modules, gaming units, and personalcommunication units. For example, the player tracking server 142 (whichmay be one of the network computers 56, 76, 110, 112) is coupled, viadata link 174, to player tracking modules 176. These player trackingmodules 176 may be associated with the gaming units 54, 74, 75, 94, andare discussed in greater detail below. Similarly, the gaming unitdownload server 144 (which may be one of the network computers 56, 76,110, 112) is coupled, via data link 178, to gaming units 180, which maybe the gaming units 54, 74, 75, 94. Further, the communications server146 (which may be one of the communications computers 60, 80) may be incommunication with, via data links 182, 184, personal communicationunits 186, which may be the personal communication units 64, 84. Agaming unit 188 may also be coupled to the network 150 separate andapart from the servers 142, 144, 146 via a data link 190.

FIG. 2 is a perspective view of one possible embodiment of one or moreof the gaming units 54. Although the following description addresses thedesign of the gaming units 54, it should be understood that the gamingunits 74, 75, 94 may have the same design as the gaming units 54described below. It should be understood that the design of one or moreof the gaming units 54 may be different than the design of other gamingunits 54, and that the design of one or more of the gaming units 74, 75,94 may be different than the design of other gaming units 74, 75, 94.Each gaming unit 54 may be any type of casino gaming unit and may havevarious different structures and methods of operation. For exemplarypurposes, various designs of the gaming units 54 (and 75) are describedbelow, but it should be understood that numerous other designs may beutilized.

Referring to FIG. 2, the casino gaming unit 54 may include a housing orcabinet 250 and one or more value input devices, which may include acoin slot or acceptor 252, a paper currency acceptor 254, and a ticketreader/printer 256. The value input device may also be a card reader(not shown). A value input device may include any device that can acceptvalue from or transfer value for a player, and may be disposed on thefront of the gaming unit 54 or in any other suitable location. As usedherein, the term “value” may encompass money denominations or credits,and may be in the form of coins, paper currency, gaming tokens, ticketvouchers, credit or debit cards, smart cards, electronic funds transfers(EFT) and any other object representative of value.

Some of the value input devices may also operate as value outputdevices. For example, if provided on the gaming unit 54, the ticketreader/printer 256 may be used to print or otherwise encode ticketvouchers 258. The ticket vouchers 258 may be composed of paper oranother printable or encodable material and may have one or more of thefollowing informational items printed or encoded thereon: the casinoname, the type of ticket voucher, a validation number, a bar code withcontrol and/or security data, the date and time of issuance of theticket voucher, redemption instructions and restrictions, a descriptionof an award, and any other information that may be necessary ordesirable. Different types of ticket vouchers 258 could be used, such asbonus ticket vouchers, cash-redemption ticket vouchers, casino chipticket vouchers, extra game play ticket vouchers, merchandise ticketvouchers, restaurant ticket vouchers, show ticket vouchers, etc. Theticket vouchers 258 could be printed with an optically readable materialsuch as ink, or data on the ticket vouchers 258 could be magneticallyencoded. The ticket reader/printer 256 may be provided with the abilityto both read and print ticket vouchers 258, or it may be provided withthe ability to only read or only print or encode ticket vouchers 258. Inthe latter case, for example, some of the gaming units 54 may haveticket printers 256 that may be used to print ticket vouchers 258, whichcould then be used by a player in other gaming units 54 that have ticketreaders 256.

As another alternative, an electronic funds transfer (EFT) device (notshown) may operate as both a value input device and a value outputdevice. Such an EFT device may include a circuit capable of performingor a controller programmed to perform an electronic funds transfer (EFT)to the player's bank account or to a virtual account established, forexample, on a PDA or a smart card (e.g., a card with an on-boardprocessor and memory) or at a casino. Such a transfer may be performedover a hardwired, wireless, fiber optic or network connection. As such adevice is capable of transferring money to and from the gaming unit 54,it may operate either as a value input device or a value output device.

Also attached to the gaming unit 54 is a player tracking module 260,which may be the player tracking module 176 referred to in FIG. 1A. Theplayer tracking module 260 includes a card reader 262 and a display 264.The card reader 262 may include any type of card reading device, such asa magnetic card reader or an optical card reader, and may be used toread data from a card offered by a player, such as a player trackingcard. The card reader 262 may be used to read data from, and/or writedata to, player tracking cards that are capable of storing datarepresenting the identity of a player, the identity of a casino, theplayer's gaming habits, etc. The display 264 may be a liquid crystaldisplay (LCD), a vacuum fluorescent display (VFD), an array of lightemitting diode (LED) elements, etc. The display 264 may be used todisplay messages particular to the player tracking system, or may becontrolled by the gaming unit 54 or other servers to display messagesparticular to the operation of the gaming unit 54 or other systems (suchas, for example, bonusing messages from a bonusing system).

The gaming unit 54 may include one or more audio speakers 270, a coinpayout tray 272, a display unit 274, and an input control panel 276. Theaudio speakers 270 may generate audio representing sounds or soundeffects such as the noise of spinning slot machine reels, a dealer'svoice, music, announcements or any other audio related to a casino game.Where the gaming unit 54 is designed to facilitate play of a videocasino game, such as video poker or video slots, the display unit 274may be a color video display unit that displays images relating to theparticular game or games. Where the gaming unit 54 is designed tofacilitate play of a reel-type slot machine, the display unit 274 maycomprise a plurality of mechanical reels that are rotatable, with eachof the reels having a plurality of reel images disposed thereon. Theinput control panel 276 may be provided with a plurality of pushbuttonsor touch-sensitive-areas that may be pressed by a player to selectgames, make wagers, make gaming decisions, etc.

FIG. 2A illustrates one possible embodiment of the control panel 276,which may be used where the gaming unit 54 is a slot machine having aplurality of mechanical reels or representations of reels displayed onan electrical display unit 274. Referring to FIG. 2A, if the displayunit 274 is provided in the form of a video display unit, the controlpanel 276 may include a “See Pays” button 280 that, when activated,causes the display unit 274 to generate one or more display screensshowing the odds or payout information for the game or games provided bythe gaming unit 54. As used herein, the term “button” is intended toencompass any device that allows a player to make an input, such as aninput device that must be depressed to make an input selection or adisplay area that a player may simply touch. The control panel 276 mayinclude a “Cash Out” button 282 that may be activated when a playerdecides to terminate play on the gaming unit 54, in which case thegaming unit 54 may return value to the player, such as by returning anumber of coins to the player via the payout tray 272.

If the gaming unit 54 provides a slots game having a plurality of reelsand a plurality of paylines which define winning combinations of reelsymbols, the control panel 276 may be provided with a plurality ofselection buttons 284, each of which allows the player to select adifferent number of paylines prior to spinning the reels. For example,five buttons 284 may be provided, each of which may allow a player toselect one, three, five, seven or nine paylines.

If the gaming unit 54 provides a slots game having a plurality of reels,the control panel 276 may be provided with a plurality of selectionbuttons 286 each of which allows a player to specify a wager amount foreach payline selected. For example, if the smallest wager accepted bythe gaming unit 54 is a quarter ($0.25), the gaming unit 54 may beprovided with five selection buttons 286, each of which may allow aplayer to select one, two, three, four or five quarters to wager foreach payline selected. In that case, if a player were to activate the“5” button 284 (meaning that five paylines were to be played on the nextspin of the reels) and then activate the “3” button 286 (meaning thatthree coins per payline were to be wagered), the total wager would be$3.75 (assuming the minimum bet was $0.25).

The control panel 276 may include a “Max Bet” button 288 to allow aplayer to make the maximum wager allowable for a game. In the aboveexample, where up to nine paylines were provided and up to five quarterscould be wagered for each payline selected, the maximum wager would be45 quarters, or $11.25. The control panel 276 may include a spin button290 to allow the player to initiate spinning of the reels of a slotsgame after a wager has been made.

In FIG. 2A, a rectangle is shown around the buttons 280, 282, 284, 286,288, 290. It should be understood that that rectangle simply designates,for ease of reference, an area in which the buttons 280, 282, 284, 286,288, 290 may be located. Consequently, the term “control panel” shouldnot be construed to imply that a panel or plate separate from thehousing 250 of the gaming unit 54 is required, and the term “controlpanel” may encompass a plurality or grouping of player activatablebuttons.

Although one possible control panel 276 is described above, it should beunderstood that different buttons could be utilized in the control panel276, and that the particular buttons used may depend on the game orgames that could be played on the gaming unit 54. If the display unit274 is provided as a video display unit, the control panel 276 could begenerated by the display unit 274. In that case, each of the buttons ofthe control panel 276 could be a colored area generated by the displayunit 274, and some type of mechanism may be associated with the displayunit 274 to detect when each of the buttons was touched, such as atouch-sensitive screen.

The gaming unit 54 may also include a mechanism 294 by which the gamingunit 54 may determine the identity of the player. This mechanism may beseparate from the other elements of the gaming unit 54, may beincorporated into one of the other elements of the gaming unit 54, orits function may be provided by one of the other elements of the gamingunit 54. As an example of the latter category, the card reader 262 maybe used to read a card that carries an identification code that may beuniquely associated with the player so that the gaming unit 54 candifferentiate that player from all other players, or so that the gamingunit 54 can differentiate that player as a member of a group of playersfrom all players not a member of the group of players. In FIG. 2, aseparate identification device 294 is illustrated.

The identification device 294 may include equipment, such as a keypad,an input pad (with optional stylus), a port (or antenna) adapted tocommunicate via a wired or wireless link (infrared or radio frequencylink, for example) to a Personal Digital Assistant (PDA), a camera, ascanner, a retinal (or iris) scanner, fingerprint scanner, and/or amicrophone. The identification device 294 may include any one of thesedevices, or the identification device 294 may include a combination ofsome or all of these devices. Thus, utilizing the identification device294, a player may identify him or herself by entering a unique numericor alpha-numeric code using the key pad, for example. Alternatively, theplayer may use his or her finger or the stylus to sign his or hersignature on the input pad. The pad and/or stylus may includeinstrumentation to record such characteristics as position, form, speed,and/or pressure as the player signs his or her signature. As a furtheralternative, the player may sign his or her signature on the PersonalDigital Assistant, which signature is then converted to electronic data,and the data is then transferred via the port/antenna to theidentification device 294. As yet another alternative, the player maysign his or her signature on a piece of paper that is then photographedusing the camera or scanned using the scanner (or the bill acceptor 254)to convert the signature into electronic data. As an additionalalternative, the player may place one of his or her fingers or his orher hand on the scanner, and the scanner may generate an electronic datarepresentation of the fingerprint on one or more of the player's fingersor an electronic data representation of the pattern of the entire hand.Alternatively, the camera may be used to take a picture (live or still)of the player, the picture then being converted into electronic data. Asa still further alternative, the player may place his or her eye up tothe retinal (or iris) scanner, and the retinal (or iris) scanner maygenerate an electronic data representation corresponding to the patternof the retina (or iris) of the player. As yet another alternative, theplayer may speak into the microphone, and characteristics of the spokenwords (or voiceprint) may be converted into an electronic datarepresentation.

Other equipment may also be used in conjunction with the identificationdevice 294. For example, rather than using a stylus, a mouse or glovemay be used. Additionally, thermal imaging equipment may be included orsubstituted. Moreover, a touchscreen may be integrated with the displayunit 274 and used, in place of the input pad, in combination with astylus or a finger, for example.

Gaming Unit Electronics

FIG. 3 is a block diagram of a number of components that may beincorporated in the gaming unit 54. Referring to FIG. 3, the gaming unit54 may include a controller 310 that may comprise a program memory 312,a microcontroller or microprocessor (MP) 314, a random-access memory(RAM) 316 and an input/output (I/O) circuit 318, all of which may beinterconnected via an address/data bus 320. It should be appreciatedthat although only one microprocessor 314 is shown, the controller 310may include multiple microprocessors 314. Similarly, the memory of thecontroller 310 may include multiple RAMs 316 and multiple programmemories 312. Although the I/O circuit 318 is shown as a single block,it should be appreciated that the I/O circuit 318 may include a numberof different types of I/O circuits. The RAM(s) 316 and program memories312 may be implemented as semiconductor memories, magnetically readablememories, and/or optically readable memories, for example.

Although the program memory 312 is shown in FIG. 3 as a read-only memory(ROM) 312, the program memory of the controller 310 may be a read/writeor alterable memory, such as a hard disk. In the event a hard disk isused as a program memory, the address/data bus 320 shown schematicallyin FIG. 3 may comprise multiple address/data buses, which may be ofdifferent types, and there may be an I/O circuit disposed between theaddress/data buses.

Furthermore, while the controller 310 is shown as a dashed boxsurrounding the memories 312, 316, processor 314, and I/O circuit 318,this should not be interpreted as a physical limitation on thecontroller 310. The memories 312, 316 and processor 314 may be disposedon a single board, or they may be disposed on separate boards.Similarly, the I/O circuit 318 may be disposed on the same board as thememories 312, 316 and processor 314, or may be disposed on a separateboard.

FIG. 3 illustrates that the coin acceptor 252, the bill acceptor 254,the ticket reader/printer 256, the player tracking module 260, thedisplay unit 274, the control panel 276, and the identification device294 may be operatively coupled to the I/O circuit 318, each of thosecomponents being so coupled by either a unidirectional or bidirectional,single-line or multiple-line data link, which may depend on the designof the component that is used. The speaker(s) 270 may be operativelycoupled to a sound circuit 322, that may comprise a voice- andsound-synthesis circuit or that may comprise a driver circuit. The soundgenerating circuit 322 may be coupled to the I/O circuit 318.Additionally, for a gaming unit such as the gaming unit 75, thetransceiver 82 may also be coupled to the I/O circuit 318.

As shown in FIG. 3, the components 252, 254, 256, 260, 274, 276, 294,322 (and, optionally, 82) may be connected to the I/O circuit 318 via arespective direct line or conductor. Different connection schemes couldbe used. For example, one or more of the components shown in FIG. 3 maybe connected to the I/O circuit 318 via a common bus or other data linkthat is shared by a number of components. Furthermore, some of thecomponents may be directly connected to the microprocessor 314 withoutpassing through the I/O circuit 318.

FIG. 3A is a block diagram of a number of components that may beincorporated in an alternative gaming unit, such as the gaming unit 130shown in FIG. 1 or the gaming unit 188 shown in FIG. 1A (which mayrepresent the same gaming unit). Elements similar to those in FIG. 3 arenumbered similarly, with the distinction that the similar elements shownin FIG. 3A are denoted with a prime.

Similar to the gaming unit 54 shown in FIG. 3, the gaming unit 130 shownin FIG. 3A may include a controller 310′ having program memory 312′,microprocessor 314′, and RAM 316′. Moreover, the program memory 312′,microprocessor 314′ and RAM 316′ may be operatively coupled to aninput/output circuit 318′ via a data link or a bus 320′. Further, theI/O circuit 318′ may be coupled to a display 274′ and a control panel276′, and to speakers 270′ via a sound circuit 322′. While the I/Ocircuit 318′ is shown coupled to wager input devices, such as a coinacceptor 252′, a currency acceptor 254′ and a ticket reader/printer256′, these elements may be optional according to an embodiment of thegaming unit 130 that envisions implementation of cashless gaming. Anidentification device 294′ may also be coupled to the I/O circuit 318′.

The gaming unit 130 shown in FIG. 3A may differ from the gaming units54, 74, 75, 94, which may be represented by the block diagram shown inFIG. 3, in that the gaming unit 130 may include a modem 330. Asillustrated in FIG. 3A, the modem 330 is coupled to the I/O circuit 318by a bidirectional link. As also illustrated in FIG. 3A, the modem 330is coupled to the network 102 by the data link 132.

The modem 330 may be any well known device that modulates digitalsignals into analog signals, and that demodulates analog signals intodigital signals. For example, the modem 330 may be one of a pair of adigital subscriber line (“DSL”) modems disposed at opposite ends of atelephone line. Such a DSL modem may be an ADSL (Asymmetric DigitalSubscriber Line) modem or a VDSL (very high bit-rate DSL) modem. As afurther alternative, the modem 330 may be a cable modem. As yet anotheralternative, the modem 330 may be an Integrated Services Digital Network(“ISDN”) modem or adapter.

In turn, the data link 132 may be selected to conform to the modemselected. Where the modem is a conventional modem, the data link mayinclude a telephone line. Where the modem is a DSL modem (whether ADSL;VDSL, etc.), the data link 132 may include a telephone line and a secondmodem at the opposite end of the telephone line. With a cable modem, thedata link 132 may be coaxial cable; in fact, a pre-existing coaxial TVcable installation may be used. An ISDN modem or adapter may also use atelephone line, but it further requires ISDN digital-switching equipmentand an external power source.

Overall Operation of System

One manner in which the system 50 and one or more of the gaming units 54(and one or more of the gaming units 74, 75, 94) may operate isdescribed below in connection with a number of flowcharts which may beimplemented as a number of portions or routines of one or more computerprograms. These programs or portions of programs may be represented as aset of instructions that may be carried out by one or more of theservers 140, 142, 144, 146 and/or the controller 310 of gaming units 54,74, 75, 94, for example.

The programs or portions of programs may be written in any high levellanguage such as C, C++, C#, Java, Visual Basic or the like, or anylow-level assembly or machine language. The programs or portions ofprograms may include data files, binary files, scripts, data tables,graphic file formats, 3D models, etc. Furthermore, the programs orportions of programs may be implemented using an event-based triggeringsystem. That is, the controller 310, for example, may generate an event(for example, in connection with a game outcome) that is in turncommunicated to the display unit 274, the sound circuit 322, and apayout device, for example, the ticket reader/printer 256. Each unit ordevice may then determine if the communicated event has significance forthat unit or device, and what that significance may be. As a result,units or device may be added or removed from the gaming unit 54 withoutrequiring significant reprogramming of the controller 310, therebypermitting a modular approach to be implemented.

It will also be recognized that the programs or portions of programs maybe stored on a machine accessible medium. A machine accessible mediumincludes any mechanism that provides (i.e., stores and/or transmits)information in a form accessible by a machine (e.g., a computer, networkdevice, personal digital assistant, any device with a set of one or moreprocessors, etc.). For example, a machine accessible medium includesrecordable/non-recordable magnetic, optical and solid-state media (e.g.,read only memory (ROM), programmable read only memory (PROM), erasableprogrammable read only memory (EPROM), electrically erasableprogrammable read only memory (EEPROM), random access memory (RAM),magnetic disk storage media, optical storage media, flash memorydevices, etc.), as well as electrical, optical, acoustical or other formof propagated signals (e.g., carrier waves, infrared signals, digitalsignals, etc.), etc. According to the present embodiment, themachine-accessible medium may include the memories associated with theservers 140, 142, 144, 146 and the memories 312, 316 of the controller310.

In regard to the gaming units 54 (and gaming units 74, 75, 94), theprograms or portions of programs may be stored remotely, outside of thegaming unit 54, and may control the operation of the gaming unit 54 froma remote location. Such remote control may be facilitated with the useof a wireless connection, or by an Internet interface that connects thegaming unit 54 with a remote computer (such as the network computer 56)having a memory in which the computer program portions are stored. Bystoring the programs or portions of programs therein, various portionsof the memories are physically and/or structurally configured inaccordance with the instructions of the programs or portions ofprograms.

Brand Association Routine

FIG. 4 is a flowchart of a brand association routine 350 that may bestored in the memory of a network computer, such as the brandassociation server 140, or even in the memory of a gaming unit, such asthe gaming units 54, 74, 75, 94, 130. In general terms, the brandassociation routine 350 may be used to promote associations as to one ormore brands. In particular, the brand association routine 350 maypromote associations as to one or more brands through various forms ofadvertising and/or promotional activities.

Initially, it will be recognized that while “brand association” is usedin connection with the operation of the routine 350, the operation ofthe routine 350 may do more than form mental connections between a brandand, for example, the type and/or quality of the goods and/or servicesassociated with the brand. The operation of the routine 350 may causethe player to be aware of a brand, the goods and/or services associatedwith the brand, or both the brand and the goods and/or servicesassociated therewith. Further, the operation of the routine 350 maycause the player's recognition of the brand to increase. Consequently,“brand association” includes a variety of activities relative to theplayer and relating to one or more brands.

Additionally, it will also be recognized that the term “brand” as thatterm is used herein is not limited to only trademarks, service marks,trade dress and the like. To be sure, the term “brand”, as used herein,may include trademarks, service marks, and trade dress, such marksand/or dress being registered, unregistered, or in whatever form thatmay be recognized by the laws of a particular jurisdiction. However, theterm “brand” may also cover other devices that are not used solely orprimarily to establish a connection between a particular individual orcompany and a particular good and/or service. In fact, the term “brand”,as used herein, may include devices that may not qualify as a trademarkor service mark in a particular jurisdiction, whether because thejurisdiction does not permit such devices to serve as a trademark orservice mark or because the device lacks sufficient distinctiveness orassociation in the minds of consumers. As used herein, a “brand” mayinclude alphanumeric combinations, words, phrases, drawings, designs,and logos.

With this by way of background, the routine 350 may begin at block 352,where a determination may be made as to whether a player profile isavailable in those embodiments of the routine 350 that utilize a playerprofile. For those embodiments that use a player profile, if it isdetermined that a player profile is available, the routine 350 mayproceed to block 354, where the player profile may be received by theserver 140 or the gaming unit 54, 74, 75, 94, 130 operating according tothe routine 350.

A player profile may refer to any collection of information or data thatis identified, related or associated with a player. This profile may bestored in a file in a database accessible by the brand associationserver 140, or it may be stored in the memory of the gaming unit 54, 74,75, 94, 130 or the personal communication unit 64, 84, 126 used by theplayer. As a still further alternative, the information may be stored ona player tracking card that may be disposed into the card reader 262 ofthe player tracking module 260. Further, the profile may include data orinformation stored remotely to the server 140 or gaming unit 54, 74, 75,94, 130, which data or information may still be considered associatedwith the profile.

According to one embodiment, the profile may include an identifier. Theidentifier may be unique to each player, like a cell phone number of thepersonal communication unit 64, 84, 126 used by the player to interfaceto the system 50, or may be unique to a group of players relative to theremainder of players on the system 50. For example, where the operatorintends to distribute the personal communication units to members of atour group, for example, the desired goal may not be for the brandassociation aspect of the system 50 to respond differently to eachmember of the tour group, but rather for the brand association aspect torespond to members of the tour group differently than to the generalpublic. As another example, the gaming system operator may wish totarget certain groups or categories of player, e.g., “high-rollers,” toreceive certain opportunities relative to the brand association aspectof the system 50 not available to the general public, but available toall the members of the target group. Consequently, the members of thetarget group may receive personal communication units with an identifierwhich differentiates the members of the group from the public-at-largeand all other players carrying personal communication units. In thisregard, some of the personal communication units may develop recognitionas a status symbol item as well as performing a practical function.

Moreover, more than one identifier may be assigned to a profile, orstated slightly differently, one profile may be associated with morethan one identifier. For example, a particular profile may be associatedwith a first identifier which indicates that the associated playerbelongs to a first group, e.g., the “high-roller” group, and with asecond identifier which indicates that the associated player belongs toa second group, e.g., the “ultra high-roller” group, which may or maynot be exclusive of the first group. Moreover, the second identifier maybe unique relative to all other identifiers, such that the associatedplayer may be differentiated from all other players.

The profile may also include one or more records that may contain dataabout the characteristics, habits and/or preferences of a playerassociated with the identifier. For example, the profile may includebasic personal data that will be stored in a personal data record,including such data as the name, address, Social Security number, dateof birth, nationality, language skills, and cultural preferences of theplayer. The personal data record may also contain important dates, suchas birthdays, anniversaries, and other occasions. The profile may alsoinclude data regarding the player's favorite foods, shows, prizes,complementaries (“comps”), and the like, this data being stored in anentertainment record and/or a personal prize preferences record. Theprofile may also include the player's preferences regarding the look ofthe game displayed, or the types or levels of sensory outputs utilizedduring the game. Further, the profile may include the player'spreferences regarding the brand association materials that the player iswilling to or wishes to receive, or, conversely, the brand associationmaterials that the player is not willing to or does not wish to receive.For example, a player that enjoys water sports may wish to receive brandassociation materials regarding a water park, while a non-drinker maynot want to or wish to receive advertisements regarding alcohol.

Such records may be created and/or updated manually. That is, the playermay enter the data personally, through the use of one or more of thegaming units 54, 74, 75, 94, 130 configured to permit such data entry orvia the Internet from a remote location, through the use of a computerthat may or may not be configured as a gaming unit. As an alternative,the player may answer questions on a questionnaire, and an employee ofthe network or system operator may enter the data into the system 50.

Such records may also be created and/or updated by the system 50. Forexample, the system 50 may generate and maintain a bonus recordincluding a running total of the value wagered by the player and bonusesawarded therefore, and this may be associated with the profile. Thisinformation may be obtained, for example, through the use of the playertracking server 142 and associated player tracking modules 176.Extending beyond the monitoring of gaming information, the system 50 mayalso keep track of information of a player's use of other aspects of anoperator's property or properties. Further, the system 50 may generatesome of this data by analyzing the movements of the player torestaurants, theaters, etc. This data may then be stored in theentertainment record. Where the player accesses the Internet through theuse of the system 50 or where the player permits the operator to trackhis or her use of the Internet through other methods, the system 50 mayestablish other records reflecting Internet usage. For example, thesystem 50 may track the products or services (e.g., travel) purchased bythe player over the Internet, or the sites visited or searches run bythe player while on the Internet, and store such information in anInternet usage record. As one such example, the system 50 may haverelationships with third-parties Internet companies who, with thepermission of the player, make the information available to the operatorto permit prizes to be selected according to the player's Internethabits. Alternatively, this information may be provided to the operator,with the player's permission, in exchange for providing Internet accessvia one of the gaming units 54, 74, 75, 94, 130 or personalcommunication units 64, 84, 126.

Not all information has to come from either the player or the system 50.For example, both the player and the system 50 may generate data aboutthe player's gaming preferences (e.g., favorite casino games) to bestored in a gaming record. Similarly, both the player and the system maygenerate (through data analysis) data about the player's wageringpreferences to be stored in a wagering record. This data may includewhether the player prefers to always bet the maximum, to always bet themaximum on certain games, to always bet a certain amount on certainvalue games, etc.

The player profile may be received by the server 140 or the gaming units54, 74, 75, 94, 130 at block 354 in a variety of manners. For example,the player profile may be uploaded to the brand association server 140or gaming unit 54, 74, 75, 94. Specifically, the player profile may beuploaded from a personal communication device 64, 84, 126 or from aplayer tracking card disposed into the card reader 262 of the playertracking module 260. As a further alternative, the player profile may beuploaded from a plurality of storage locations, for example from theplayer tracking server 142 in addition to from a personal communicationdevice 64, 84, 126 or a card disposed into the card reader 262. As astill further alternative, the player profile may be created and storedin the memory associated with the server 140 or gaming unit 54, 74, 75,94, 130, rather than being retrieved from a memory storage location.

As an example of this later alternative, a registration routine 360 isshown in FIG. 5. The registration routine 360 may be carried out usingdevices and personnel of the network operator, or the routine may becarried out using devices of the system 50 but without the assistance ofpersonnel of a network operator. As one example, an employee of thenetwork operator may register players at a specific location set up forthis purpose (e.g. at the concierge desk), or may “roam” a casino floorto perform this service wherever the player is located. Alternatively,the player may register him or herself over the Internet, at a kiosk(such as kiosk 88) established for registration at the casino, or atgaming units adapted to permit registration to occur.

Initially, the player is queried at block 362 to determine if the playermeets certain preconditions before registration can continue. Thesepreconditions may include information regarding the location of theplayer at the time the player is accessing the brand association aspectof the system 50, or the location of the player's place of residence.Some jurisdictions may prohibit or limit the use of the brandassociation aspect of the system 50 described herein, or place certainlimitations on the types of people that may use the brand associationaspect, particularly in conjunction with the gaming units 54, 74, 75,94, 130. Thus, the preconditions may also include information regardingcharacteristics of the player. For example, some jurisdictions mayprohibit players of a certain age from using the brand associationaspect described herein or from using the brand association aspectdescribed herein in conjunction with the gaming units 54, 74, 75, 94,130. Other jurisdictions may prohibit players that reside in certainlocations from using the brand association aspect, while still othersmay maintain lists of certain persons that are not allowed to use thebrand association aspects of the system 50 discussed herein. The playermay provide the information concerning him or herself in a variety ofmanners, depending on the method by which registration is occurring. Forexample, if the registration is occurring within a casino property and acasino employee is assisting the player in completing registration, someinformation (such as the location of the player) may be self-evident andother information may be gathered by the casino employee (for example,through the use of a questionnaire). Alternatively, if the registrationis occurring at a location remote to the casino property, the player mayprovide this information by way of an on-line questionnaire that issubmitted over a network connection (such as the Internet) to the server140. As a still further possible precondition, certain types of securitymeasures may need to be implemented before the player can take advantageof the brand association aspect of the system 50; for example, certainlevel of type of encryption may be required to be use the brandassociation aspect of the system 50. If the player cannot provided therequired information, or if the information shows that the player doesnot meet the preconditions, the routine exits at block 364 and theplayer is prevented from using the brand association aspect of thesystem 50.

Assuming that the information provided at block 362 indicates that theplayer meets the preconditions, the routine 360 proceeds to a block 366,and the player may be required to verify one or more aspects of theinformation provided in regard to the information provided at block 362,or to provide additional information that may be used to identify theplayer in the future, thereby providing an increased likelihood that aperson using the player's profile is indeed the player or one of a groupof players, where a common profile is used for a group of players. Hereas well, if the information is unavailable, if the player refuses toprovide the information, or if the verification cannot be completed, theroutine exits at block 368.

It should be noted that the block 366 may be optional. That is,according to the regulations of the particular jurisdiction and thepolicies of the network operator, the information provided at block 362need not be verified using a source of information separate from theplayer, but it may. Additionally, the operator may determine that it isnot necessary to ensure that a registration is being used by aparticular person or one of a particular group of people. In such acircumstance, additional information regarding the identity of theplayer or players need not be gathered. According to an embodiment, thedetermination of block 366 may be omitted where the operator can limitaccess by, for example, underage players to the gaming units 54, 74, 75,94 (for example, in a casino-type gaming environment as opposed to anInternet-type gaming environment, as may be represented by the gamingunit 130).

However, if required, information verifying the data provided concerningthe preconditions at the block 362 may be verified at the block 366. Forexample, according to an embodiment wherein the player is registering ata casino property and is being assisted by a casino employee, the casinoemployee may ask the player for a picture identification card to verifythat the person providing the information is who he or she is who theysay they are, and to verify, for example, age information provided tocomplete the precondition qualification at block 362. Alternatively,where the player is performing the registration at a site remote to thecasino floor, for example in a casino hotel room or at home, the playermay need to use, for example, one or more devices coupled to the gamingunit or personal communication unit which they are using to interfacewith the system 50. As one such embodiment, to verify the location of agaming unit located off the casino floor or outside the gaming systemoperator's property, the gaming unit may be associated with a devicethat provides location data for the gaming unit that may be transmittedto the gaming system operator. For example, the Global PositioningSatellite (GPS) system may be utilized by associating a specialtransceiver with the gaming unit. As a further example, the gamingsystem operator may require the player to connect to the system 50 usinga cellular mobile station (or at a minimum to make a call using themobile station or to turn the cellular mobile station on during play).The gaming system operator may then access the location informationavailable to the cellular system operator after the cellular systemoperator has processed the cellular transmission data from the mobilestation (such as may be done in providing enhanced 911 (or E-911)service, for example). Alternatively, the player may be required toconnect to the system 50 from a land line (or to call the gaming systemoperator using a land line telephone during the verification process),whereupon the gaming system operator may check the telephone company'srecords to verify the number and pull the street address associated withthe number. As a further alternative, where the player has connected tothe system 50 over the Internet, the gaming system operator may checkthe IP address of the gaming unit and of the Internet service provider,and obtain a street address from the Internet service provider.

Similarly, the operator may require the player to provide informationthat will be used at the present time and/or in the future to verify theidentity of the player or players associated with a particularregistration and/or profile. For example, the player may provide a formof identification (such as a fingerprint or other form of biometricdata, driver's license, or national identity card) that the gamingsystem operator may use to access age data established by a third party(for example, the state department of motor vehicles). As a furtheralternative, the camera associated with the gaming unit may be used tomonitor the player using the gaming unit 54, 74, 75, 94, 130.

Assuming that the preconditions are met at the block 362 andverification is provided, if required, at the block 366, the routine 360proceeds to block 370, where the determination is made as to whether theprofile for the registration is complete. If the registration is notcomplete, the routine may proceed through blocks 372, 374 as necessaryto gather the information necessary to complete the player's profile.When the profile is complete (as determined at block 370), the routinereturns to routine 350 in FIG. 4.

After receiving the player profile at block 354 or having determinedthat there is no player profile to receive at block 352, the brandassociation routine 350 proceeds to block 380. At block 380, the routine350 determines if there are event criteria to be received by the brandassociation aspect of the system 50. If there are event criteria to bereceived, the routine 350 proceeds to block 382.

For example, according to certain embodiments of the present disclosure,it may be desirable to receive certain event criteria that may beutilized to select a brand from a plurality of brands in regard to whichadvertising and/or promotional materials may be provided to one or moreplayers. Such event criteria may include game play events (e.g., aparticular combination of game elements, a particular series ofcombinations of game elements, a bonus round trigger event, aprogressive level trigger event), player tracking events (e.g., card-in,elapsed gaming time, number of coins in or out, rate of coins in orout), timed events (e.g., at a particular time of the day, on aparticular day of the year, at a predetermined time, at a randomlyselected time) and promotional events (e.g., to encourage use ofunderutilized machines, to encourage participation in a tournament).Other events may also be included.

As was the case with the player profile, these event criteria may beuploaded from a memory storage location elsewhere in the system 50, ormay be preloaded onto the server 140 or gaming unit 54, 74, 75, 94, 130.As a further alternative, the event criteria may be inputted and storedat the time block 382 is executed.

After the event criteria is received at block 382 or if it is determinedat block 380 that no event criteria is to be received, the routine 350proceeds to block 384. At block 384, a determination is made as towhether there are criteria to be uploaded or entered in regard to thebrand to be selected. If there are criteria to be uploaded or entered,the routine 350 proceeds to block 386. If there are no criteria to beuploaded or entered, the routine 350 proceeds to block 388.

The brand criteria may include a variety of concerns relating to thebrands themselves and the brand-promoters associated with the brands(which may be the manufacturer or retailer of the goods and servicesassociated with the brand, or may be an intermediary acting on behalf ofsuch manufacturer or retailer, for example). For example, a criteria maybe established for a specific brand that advertising and promotionalmaterials concerning the brand will only be distributed to players thathave a preference not only for a particular good or service associatedwith the brand, but also for the particular brand itself. As anotherexample, where a particular brand-promoter sponsors a particular event(such as a tournament) or a particular prize offered for play of aparticular group of gaming units 54, 74, 75, 94, the advertising and/orpromotional materials of that sponsor/brand-promoter may be given apriority or preference over the advertising and/or promotional materialsof other brand-promoters relative to those gaming units 54, 74, 75, 94.As a further example, the advertising and/or promotional materialsrelating to another, competitive brand may not be displayed on thegaming units 54, 74, 75, 94 during the time the particular event orprize is offered. Alternatively, the brand criteria may relate toagreements made between the operator of one or more of the networks 52,72, 92 and the brand-promoter. For example, the network operator mayguarantee a certain number of placements to a particular brand-promoterfor a specific brand. As a further example, where the brand-promoter hasbeen guaranteed a certain number of placements of advertising and/orpromotional materials within a certain time period, and the time periodis drawing to a close with a significant number of placements still tobe made, the brand may have a weighted or preferred status relative toother brands and to placement.

As was the case with the player profile and the event criteria data, thebrand criteria data may be uploaded from a memory storage locationelsewhere in the system 50, or may be preloaded onto the server 140 orgaming unit 54, 74, 75, 94, 130. As a further alternative, the brandcriteria data may be inputted and stored at the time block 386 isexecuted.

Once the brand criteria has been stored or uploaded at block 386 or thedetermination has been made at block 384 that there is no criteria tostore or upload, the routine 350 proceeds to block 388. At block 388, adetermination is made of a brand from among a plurality of brands. Thedetermination may involve a consideration of the player profile, theevent criteria, the brand criteria, or any combination thereof.Alternatively, the determination may not require a consideration of anyof a player profile, an event criterion or a brand criterion. Once thedetermination is made, the routine 350 proceeds to block 390.

The determination of which brand to feature relative to a specificplayer or group of players may include matching information contained inone or more of the data records to one or more of the criteria relatedto a particular brand. For example, a particular brand criteria relatedto a particular brand may require that the player have a preference forthe good and/or service related to the target brand. The brand criteriamay also require that the player have a preference for a related goodand/or service that marketing studies have shown is a common preferencefor persons who are repeat purchasers of the good and/or service offeredin connection with the target brand. Players who match the brandcriteria may be included in the distribution list for the materialsrelated to the brand associated with the brand criteria, and players whodo not match are not included in the distribution list.

The event criteria may be used in combination with the matching of theplayer profile data and the brand criteria, or in substitution therefor.For example, the operator of one or more of the networks 52, 72, 92 maydetermine that they do or do not want to distribute brand associationmaterials during certain times of the day. One network operator may wishto prevent the distribution of brand association materials during acertain time of the day, week, month or year when players typically arethe most active, under the assumption that the display of the brandassociation materials will distract the players from their gaming.Alternatively, a network operator may decide to target the same timeperiod for increased distribution of brand association materials becausehe or she knows that an increased number of possible recipients will beavailable during that time period. As another example, a networkoperator may set an event criterion which is tied into the brandcriteria, such as an event criteria which signals the beginning of atournament and a brand criteria that places preference on theadvertising and/or promotional materials of the sponsor/brand promoter.

As an alternative, the determination of the brand may rely in part ornot at all on the matching of player profile data with event and brandcriteria, the ultimate determination of the selected brand being madeaccording to an exchange of communications between the network operatorand the brand promoter. For example, the matching of player profile datawith event and brand criteria may be used to narrow the group ofpotential brands from a larger number of possible brands, but not toselect a specific brand. As another example, the matching of playerprofile data and event and brand criteria may be used to weigh thepossibilities that one brand will be selected over another, withoutactually making the final determination as to which brand will beselected. However, at the end of the determination, the brand isselected according to an exchange of communications between the networkoperator and the brand promoter, for example in the form of an auctionor reverse auction.

That is, it may be determined, based on the player profile, eventcriteria and brand criteria, that a group of three hundred players couldbe a target audience for the advertising and/or promotional materials ofany one of three brands. Moreover, based on other event and brandcriteria established by the network operator, the advertising and/orpromotional materials of only one of the three brands may be distributedat the present time. The network operator may send a request message viathe network 160 (which may represent the Internet) to the servers 168,170, 172 associated with each of the three brands, the message statingthat a target audience of three hundred players has been identified forthe brand in question and requesting a bid if the brand promoter for theidentified brand wishes to secure the right to distribute theadvertising and/or promotional information to the target audience. Thebid might be requested in currency or in kind (such as a certain numberof prizes each having a net worth equal to a certain amount of value).In response, one, two or all of the brand promoters may transmit offersto the server 140. The network operator associated with the brandassociation server 140 must then decide which offer to accept in regardto the target audience. In this fashion, not only the player profile,event criteria and brand criteria determine the brand selected, but theexchange of communications (in the form of an auction) also determinesthe brand selected.

Of course, an auction is not the only kind of exchange of communicationsthat might be used to make the determination as to the brand selected.For example, the player profile data, in combination with the eventcriteria and brand criteria, may be used to form a ranked list ofpotential brands. The network operator may then send an offer for a bid(in currency or in kind) to the brand promoter associated with thehighest-ranked brand, and if the brand promoter accepts, thedetermination process is over; otherwise, the network operator sends acommunication to the brand-promoter associated with the next name on thelist, and so on. As another example, the network operator may need acertain number of prizes for a promotion to be used in conjunction witha group of players having certain common likes or dislikes, and theoperator may provide a communication to a number of brand-promotersrequesting bids for the opportunity to provide the prizes needed to theaudience described.

As a still further method for the determination of the selected brand,the determination may be made without consulting player profile data,event criteria or brand criteria, and without resort to communicatingwith the brand-promoter at the time the determination is made. Instead,the determination may be made according to an input received by theserver 140 or gaming unit 54, 74, 75, 94, 130 operating according to theroutine 350, the input resulting in the determination of the selectedbrand. This input may be in the form of a ticket or coupon that may bedisposed into the ticket reader 256 or a card that may be disposed intothe card reader 262, the ticket, coupon or card including an instructionwhich is used by the server 140 or gaming unit 54, 74, 75, 94, 130 todetermine which brand is to be used. In a variant form, for use with agaming unit without a ticket reader 256 or card reader 262, such as thegaming unit 130, the input may be in the form of a password instead.According to any such embodiment, the determination is made after theinput is received.

As one example of such an embodiment, a ticket, coupon or card may beprovided to a player during the play of a game at one of the gamingunits 54, 74, 75, 94, 130, using, for example, the ticket reader/printer256, 256′. Alternatively, the ticket, coupon or card may be provided toa player during as part of a special event (such as a tournament)relating to the casino related to one of the networks 52, 72, 92. As afurther alternative, the ticket or coupon may be provided to the playerby the brand-promoter, perhaps in connection with the sale of the goodand/or service associated with the brand (for example, at a vendingmachine or a retail establishment) or as part of a mailing campaign.

And another embodiment, the selection may be performed in whole or inpart by the player. That is, the server 140 may display a number ofbrands available, for example by generating an image on the display unit274, and the player may a select a brand from the brands displayed,using a touch screen associated with the display unit 274 or some otherplayer input device, such as a button. According to one variation, thebrand distribution aspect may be programmed to display one or morebrands, and the player is permitted to select any one of the brandsdisplayed. According to another variation the brand distribution aspectmay start with a first plurality of brands, the server 140 may beprogrammed to use one or more of the player profile, the event criteriaand the brand criteria to reduce the number of brands to a secondplurality, and then the player is permitted to select one of the secondplurality of brands, which selected brand will be used hereafter. Forexample, the player profile may be used to eliminate certain brandsbased on the players' willingness to accept certain advertisements orthe players' desire not to receive other advertisements. Othervariations are possible.

Once the brand is determined at block 388, the brand materials areretrieved at block 390.

The brand materials may include a variety of possibilities. For example,the brand materials may include advertising information. The brandmaterials may include video or audio information associated with thebrand, such as a particular logo, slogan, or jingle. The videoinformation may in the form of stills or video clips, and may beincorporated into the images that make up the game aspect of the system50, or may be separate from the images involved in game play. The audioinformation may be in the form of audio or sound clips, and may also beincorporated into the sound effects that normally make up the gameaspect of the system 50 (e.g., the sound effect jingle for the selectedbrand may be generated when a payout is awarded that includes a good orservice of the selected brand), may be coordinated with the display ofthe video information associated with the selected brand, or maygenerated separately from the images involved in game play and theimages associated with the selected brand. The brand materials may alsorepresent bonusing opportunities not available to the general public,but only to players that have received the brand materials. The brandmaterials may further include prizes that are selected according to thebrand (such as goods and/or services associated with the brand). Perhapsin conjunction with the prizes selected according to the brand, thebrand materials may include modifications to be made to a paytable or adownloadable paytable. As a further alternative, the brand materials mayinclude links which may provide a conduit for further information and/orprizes associated with the brand.

These materials may be already stored in memory somewhere on the system50 for retrieval. However, where the brand is determined through abargaining session, such as an auction, for example, the materials mayneed to be retrieved from a remote server associated with thebrand-promoter that is associated with the brand selected at block 388.Moreover, where the materials involved are prizes, the actual materialsmay not be transferred to the network operator, but instead other itemsrepresentative of the prizes (such as a photograph or illustration ofthe prize) may be transferred to the network operator for use and/ordisplay to the players.

Once the materials have been retrieved at block 390, the routine 350proceeds to block 392, where the materials are distributed. Thedownloading of the materials at block 392 may be a direct download ofmaterials from the server 140 to a storage device associated with aplayer, such as gaming unit 54, 74, 75, 94 or personal communicationunit 64, 84, 126. Alternatively, the materials may be distributed usingthe servers 144, 146 illustrated in FIG. 1A, for example. That is, thebrand association materials may be downloaded to an intermediary server,such as the gaming machine download server 144 and the communicationsserver 146. Then, at a later time, the server 140 may provide a command,or event, that is then communicated to all of the servers in the system50. In response to the event, the individual servers determine if theevent has significance for them, and, if so, what the significance mightbe. For example, the server may send a particular event that causes adownload of brand materials from the gaming unit download server 144,but which the communications server 146 may ignore. In the alternative,the server may send a particular event that causes a download to occurfrom the gaming unit download server 144 and the communications server146 at approximately the same time (for example, a holiday). However,even if the servers 144, 146 are generally synchronized as to the timeof the distribution of the brand association materials according to theevent sent, the servers 144, 146 may download different brandassociation materials.

Once the materials have been distributed to the devices where the brandmaterials will be used, such as gaming units 54, 74, 75, 94 or personalcommunication units 64, 84, 126, the materials may be used to presentinformation regarding the selected brand at block 394. This information,as discussed previously, may include advertising information and/orpromotional information. Examples of the information and its use in thebrand association aspect of the system 50 are illustrated in FIGS. 6A,6B, 7 and 8.

Turning first to FIGS. 6A and 6B, it will be recognized that FIG. 6Aillustrates an image 400 that might be displayed on the display unit 274of a gaming unit (such as one of the gaming units 54) during theoperation of the gaming unit 54 according to a slots game. The slotsgame image 400 may include a number of reels 402, each reel having aplurality of symbols 404 (black “7”), 406 (white “7”), 408 (triple bar),410 (double bar), 412 (single bar) displayed thereon. The slots gameimage may also include buttons 414, such as a “Cash Out” button, a “SeePays” button, a “Spin” button, a “Max Bet” button, a plurality ofpayline buttons, and a plurality of bet buttons, the operation of eachof which has been explained above relative to FIG. 2A. The image 400 mayalso include a paytable 416. The paytable 416 includes a listing ofcertain combinations 418 and the associated payouts 420. The image 400may also include one or more areas 422 in which nothing is shown in theimage 400 of FIG. 6A (while the area 422 is surrounded by a rectangle,the rectangle is for illustrative purposes only, and does notnecessarily mean that a rectangularly-shaped border need be shown in theimage 400 of FIG. 6A).

FIG. 6B illustrates the image 400, now designated 400′, as modifiedaccording to the brand association aspect of the system 50. While anumber of modifications have been made to the image 400′ in keeping withthe brand association aspect of the system 50, this is not to suggestthat all of the modifications must be made in combination. Rather, themodifications may be taken individually or in combination, whether thatis the combination illustrated in FIG. 6B or some other combination.

To begin, one or more of the symbols 404′, 406′, 408′, 410′, 412′ may bereplaced with material associated with the selected brand on the reels402′. In the example illustrated, the symbols 412′ have been replacedwith an image 424 (which includes pictorial and textual elements) thatis associated with the selected brand (“LOGO”). According to otherembodiments, all of the symbols 404′, 406′, 408′, 410′, 412′ may bereplaced with different images associated with the selected brand. Thesesymbols 424 may be static—that is, the symbols 424 may be used in thedisplay of outcomes in regard to the slots game only. Alternatively, andin combination with a touch screen associated with the display unit 274,the symbols 424 may be dynamic—that is, the symbols 424 may serve asbuttons which activate links to other materials related to the selectedbrand as well as being used in the display of outcomes in regard to theslots game. For example, by touching the area of the touch screenassociated with one of the symbols 424, a signal may be generated thatis received by the server 140. In response, the server 140 may retrievea webpage from a website associated with the selected brand, forexample, as shown in FIG. 7. The player may then navigate the websiteassociated with the selected brand using input devices on the web pages,such as the buttons 426, 428 shown in FIG. 7.

It will be further recognized that, while an example has been discussedwherein symbols related to the selected brand are displayed in place ofsymbols typically displayed in the slots game, this modification is notlimited to the type of game discussed or the game elements used to playsuch game. That is, if the example discussed previously had been a cardgame, such as video poker or video blackjack, the symbols 424 could havebeen displayed in place of one or more of the denominations, such as alljacks, queens, kings or aces. Moreover the symbols may be displayed onsuch cards separate apart from the markings representing the suits anddenominations. For example, each card may have the symbol disposed inthe center of the face of the card irrespective of the suit anddenomination of the card. Moreover, as indicated above, the symbol maybe static or dynamic. Similar modifications may be made to keno cards,bingo cards, die, and the like.

As also is shown in FIG. 6B, advertising information about the selectedbrand may be displayed in the area 422′. This advertising may be static,or may be animated. Similar to the symbols 424, the area 422′ may bedynamic, such that when a player touches the touch screen in the area422′, a signal is sent to the server 140 to pull up an advertisement ora webpage, such as shown in FIG. 7. Alternatively, only sections of thearea 422′ may be dynamic—for example, only the region overlying the“LOGO” symbol 430. For that matter, a symbol 430 may be displayed aspart of the image without any accompanying advertising material, such asthe text displayed in the area 422′.

As is further shown in FIG. 6B, the paytable 416′ may be modified aswell, whether that paytable is of the primary game provided by thegaming unit, or a bonus or secondary bonus game or event. While themodification of the paytable 416′, as shown, includes substituted gameelements 424 and a substituted payout in the form of a prize 432, whichmay be, for example, a good or a service associated with the selectedbrand, the modification of the paytable 416′ need not include bothmodifications at the same time. That is, it is within the scope of thepresent disclosure for such a modification to be made, but it is alsowithin the scope of the present disclosure for only the game elements424 to be substituted for the game elements existing in normal operationof the gaming unit or for only the payout to be modified, the payoutbeing associated with the selected brand but the game outcome (asrepresented by the combination of game elements) being identical to thatwhich occurs in the normal operation of the gaming unit.

This modification may be made by reprogramming a section of the existingpaytable at the gaming machine to include a game element or a prize thatis associated with the selected brand. The reprogramming of the paytablemay include alteration of the original code or original associated datastructures that represent the paytable to include one or more gamingelements associated with the selected brand (such as game elements 424)or a payout associated with the selected brand. Alternatively, the codeor associated data structures may be originally written so as to permitthe insertion or substitution of one or more game elements 424 or one ormore prizes into the paytable after the code or associated datastructure is stored in the memory of the gaming unit. For example, thestored paytable may include one or more game outcomes (which may berepresented by one or more combinations of game elements, such assymbols on a slot machine) that are not associated with a payout or areassociated with a lesser value payout according to the normal operationof the gaming unit, but that may be later associated with a payoutwithout altering the underlying paytable code.

Alternatively, the modification of the paytable may be performed bydownloading a new paytable to the gaming unit, which paytable is thenimplemented by the gaming unit. While the paytable is referred to as“new”, the paytable may be new only in relation to the game elementsthat may result in game outcomes associated with payouts or the payoutsthat may be provided, the frequency and the size of the payoutsremaining substantially unchanged relative to the paytable used by thegaming unit in the normal operation of the gaming unit. For example, thepaytable may remain unchanged as to the size and the frequency of allpayouts, except that a prize associated with the selected brand is nowprovided as a payout for a game outcome (which may be represented by oneor more combinations of game elements, such as symbols on a slotmachine) that previously had no prize associated therewith or only alesser value payout associated therewith. Moreover, this game outcomemay now include game elements 424 associated with the selected brand. Asanother alternative, however, not only is one of a good and a serviceassociated with the selected brand incorporated into the payoutsoffered, but the frequency and/or size of the payouts provided also maybe changed.

The new paytable may be one specifically written for the selected brand,or may be written for the inclusion of brand prizes without a particularbrand in mind. As one example of the former case, the new paytable mayinclude one or more prizes, which prizes are one of a good or a serviceassociated with a selected brand. As one example of the later case, thenew paytable may include one or more prizes, which prizes are one of agood or a service that have a certain value or a certain range ofvalues, whether the value is the amount that it costs the sponsor orsystem or network operator to provide the prize or the player to selectand receive the prize. The paytable is particularized for a selectedbrand at a later time, whether that is at the time of download to asoftware distribution server, at the time of download to the gamingunit, at the time of use, in accordance with a particular event, etc.,by including in the paytable the good or service of the selected brandthat matches or most substantially matches the value or range of valuesestablished in the new paytable. It will be recognized that anidentification other than value may be used for cross-reference of theprizes of different brands for inclusion in a paytable established forthe goods and services of more than one brand; for example, theidentifier may be one that is peculiar to the brand association aspectof the system 50, unlike value which may have denominations and readycomparability even outside of the brand association aspect of the system50.

As a further alternative, the modification of the paytable may beimplemented without changing the paytable of the gaming unit so as toinsert or substitute game elements or a good or a service associatedwith the selected brand, or the size and/or frequency of the payoutsawarded. For example, the paytable modification may come in the form ofa payout enhancement that is associated with the selected brand, butthat is applied to some or all of the payouts determined as aconsequence of the normal operation of the gaming unit in the primarygaming mode or a bonus or secondary gaming mode. Such a paytablemodification may be a multiplier that is applied to all payoutsaccording to the selection of a particular brand, or a prize that isawarded in combination with a payout above a threshold value andaccording to the selection of a particular brand. Such a paytablemodification may be combined with the display of advertising materialassociated with the selected brand to remind the player as to the brandassociated with the paytable modification being applied.

As seen in the particular illustration of FIG. 6A, according to thepaytable 416 used during the normal operation of the gaming unit, thecombination of three bars (symbol 412) is associated with a zero payoutaccording to the normal operation of the gaming unit. However, accordingto an embodiment of the brand association routine 350 where the singlebars 412′ are replaced with the brand symbols 424, the paytable 416′ maybe modified such that three brand symbols 424 are now associated withthe prize 432. According to one embodiment of such a modification, theprize may be a good or a service related to, and perhaps provided by,the brand-promoter associated with the selected brand.

For example, when three symbols 424 are displayed, indicating an outcomefor which a “prize” is associated, the image 436 shown in FIG. 8 may bedisplayed on all orb part of the display unit 274, and may represent aform. In accordance with this particular example shown in FIG. 8, theplayer is permitted to select his or her prize from among three prizes,each of which may be associated with the selected brand. As shown, theplayer may select the LOGO Snack-Yums product, the LOGO Snicky-Snacksproduct, or the LOGO Snack-O's product by activating the radio button438 disposed below the text describing the prize option, which text maybe replaced with or be used in combination with an illustration orphotograph of the prize instead. Once the player has made his or herselection, the player may depress an enter button 440.

The form may be transmitted, for example, to the server 140 if thenetwork operator is in charge of distributing the prizes, or to one ofthe servers 168, 170, 172 if the brand-promoter is in charge ofdistributing the prizes. Once the form has been received either by theserver 140 or one of the servers 168, 170, 172, a further transmissionmay occur from the server 140, 168, 170, 172 to other servers, or to afulfillment center, where personnel of the network operator orbrand-promoter handle fulfillment of the prize request. Alternative, theserver 140, for example, may control the ticket printer 256 associatedwith the gaming unit 54 to print a coupon or ticket which may be takento a location within a casino associated with the network 52 forredemption. The coupon or ticket may, likewise, be redeemable at aretail establishment, perhaps even a retail establishment associatedwith the brand-promoter associated with the selected brand.

It is believed that the modifications to the paytable discussed abovemay be readily approved by the relevant regulatory authorities. That is,where the paytables discussed above involve the inclusion of a prizepayout for a game outcome that had no payout or only a lesser valuepayout associated therewith, such a paytable may be beneficial to theplayer in that the paytable gives the player an additional possiblewinning combination where none previously existed. It is believed thatgovernmental regulatory authorities are generally more inclined toapprove of the use of such paytables where the player is receiving morethan they would have received under a preexisting paytable. It will berecognized that this argument may be strongest where the modifiedpaytable does not modify the frequency and size of the paytable used bythe gaming unit in normal operation, but only includes a payout for agaming outcome that previously had no payout associated therewith orincludes a payout in addition to an existing payout. It is furtherbelieved that this argument may favor obtaining approval of such apaytable even when the specific prize or prizes to be distributed forgame outcomes previously unassociated with a payout or associated with apayout of lesser value are not specifically identified, but the value orrange of values of the prize to be distributed are identified (e.g., inthe situation where the good or the service to be provided is notspecifically known until the brand is selected and the paytable isdownloaded, implemented in the gaming unit, etc.).

As a further alternative to the embodiments discussed above, wherein thepaytable was modified to include a good or a service associated with theselected brand, it may be that the paytable is modified such that one ormore of the game outcomes (such as, for example, the combinations ofthree symbols 424 shown in FIG. 6B) may result in a payout of “brandpoints” rather than in currency or in kind. For example, the combinationof three symbols 424 may result in a number of points being awarded tothe player, which points may be redeemed for prizes such as goods and/orservices from the brand-promoter associated with the selected brand. Theplayer may be able to redeem the points by connecting to a web siteassociated with the brand, or by visiting a retail establishmentoperated by the brand-promoter. To permit the points to be portable, theserver 140 or gaming unit 54, 74, 75, 94, 130 may control an associatedticket printer 256 to print a ticket for the amount of points awardedaccording to the brand association aspect of the system 50.

Returning to FIG. 4, it will be noted that at block 444, the routine 350may determine that the brand should be changed. For example, the brandmaterials associated with a specific brand may only be displayed for alimited time period, in accordance with an event criterion or a brandcriterion. Alternatively, the event, which caused the brand materials ofa particular brand to be distributed and used, may be complete. As such,during a gaming session of any significant duration, brand materialsassociated with a plurality of brands may be displayed. In fact, thismay not only be possible, but may be desirable to the operator of thenetworks 52, 72, 92. If the determination is made at block 444 that thebrand should be changed, the routine returns to block 352, otherwise theroutine 350 may return to block 394.

It will be recognized that while the routine 350 may return to block 252if the determination is made to change the brand, it may not benecessary to repeat each one of the determinations made at blocks 352,380, 384. That is, once a player's profile is stored so as to beaccessible to the server 140 operating according to the brandassociation routine 350, it need not be stored for a second time if thedetermination is made to change the brand relative to the player.Similarly, the determinations at blocks 380, 384 not need to berepeated. Eliminating the repetition of such determinations may reducethe processing load on the system 50 by reducing the number ofredundancies in the operation of the routine 350.

Main Gaming Routine

FIG. 9 is a flowchart of a gaming main operating routine 450 that may bestored in the memory of the controller 310. Referring to FIG. 9, themain routine 450 may begin operation at block 452 during which anattraction sequence may be performed in an attempt to induce a potentialplayer in a casino to play the gaming unit 54. The attraction sequencemay be performed by displaying one or more video images on the displayunit 274 (if provided as a video display unit) and/or causing one ormore sound segments or sound effects, such as voice or music, to begenerated via the speakers 270. The attraction sequence may include ascrolling list of games that may be played on the gaming unit 54 and/orvideo images of various games being played, such as video poker, videoblackjack, video slots, video keno, video bingo, etc.

During performance of the attraction sequence, if a potential playermakes any input to the gaming unit 54 as determined at block 454, theattraction sequence may be terminated. The gaming unit 54 may detect aninput at block 454 in various ways. For example, the gaming unit 54could detect if the player presses any button on the gaming unit 54; thegaming unit 54 could determine if the player deposited one or more coinsinto the gaming unit 54; the gaming unit 54 could determine if playerdeposited paper currency into the gaming unit; etc.

After terminating the attraction sequence, the routine 450 may proceedto a block 456, and a game selection display may be generated on thedisplay unit 274 (if provided as a video display unit) to allow theplayer to select a game available on the gaming unit 54. However,according to certain embodiments of the system 50, the gaming units maybe provided at locations remote from the place of business of theoperator of the system 50 (for example, as illustrated by the gamingunit 188 in FIG. 1A, which gaming unit is coupled to the remainder ofthe system 50 via the network 150). In such a situation, it may benecessary to ensure that certain preconditions are met before the playeris permitted to place a wager and play a game. A block 458 is shown inFIG. 9, and represents a determination as to whether a player has metthe preconditions for placing a wager and playing a game. Thedetermination represented by the block 458 in FIG. 9 may be discussed ingreater detail with reference to verification routine 460 in FIG. 10.

According to FIG. 10, the verification routine 460 begins at a block462, wherein a determination may be made at to whether the gaming unit(e.g., gaming unit 188) is located in a jurisdiction that permitsgaming. This determination may be made by referring to the same types ofinformation as was discussed above with reference to the block 362 ofthe routine 360 shown in FIG. 5. If the determination is made that thegaming unit is not located in a jurisdiction that permits gaming, theroutine exits at a block 464, and the routine 450 returns to the block452; otherwise, routine passes to a block 466.

At the block 466, a determination may be made as to whether the playermeets minimum age requirements (set by state gaming agencies, forexample) necessary to operate the gaming unit. For example, aregistration event at the gaming system operator's place of business,the player may provide proof of age and identity. The data may then bestored in a memory, such as a server operating as a database at thegaming system operator's place of business or a more portable memorydevice, such as a memory card or a PDA. The age data may be accessedlater to prove age qualification by matching (within establishedstandards) the identity data stored with the age data. If thedetermination is made and the player fails to age qualify, then theroutine 460 may exit at block 468, and the routine 450 returns to theblock 452; if the player age qualifies or the determination is omitted,then the routine proceeds to block 470.

At the block 470, a determination may be made as to whether the identifyof the player can be verified. The determination of block 470 may beomitted where the gaming system operator can limit access by underageplayers to the gaming units (for example, in a casino-type gamingenvironment as opposed to an Internet-type gaming environment). However,the system operator may require that the player provide a form ofidentification (such as a fingerprint or other form of biometric data,driver's license, or national identity card) that the gaming systemoperator may use to access age data established by a third party (forexample, the state department of motor vehicles). As an alternative, acamera associated with the gaming unit may be used to monitor the playerusing the gaming unit to verify identity. If the player fails to provideor is unwilling to provide proper verification of identify, the routine470 exists at a block 472 and the routine 450 returns to the block 452;alternatively, the routine 460 passes to a block 474, and the routine450 passes to the block 456.

The game selection display generated at block 456 may include, forexample, a list of video games that may be played on the gaming unit 54and/or a visual message to prompt the player to deposit value into thegaming unit 54. While the game-selection display is generated, thegaming unit 54 may wait for the player to make a game selection. Uponselection of one of the games by the player as determined at block 478,the controller 310 may cause one of a number of game routines to beperformed to allow the selected game to be played. For example, the gameroutines could include a video poker routine 480, a video blackjackroutine 482, a slots routine 484, a video keno routine 486, and a videobingo routine 488. At block 478, if no game selection is made within agiven period of time, the operation may branch back to block 352.

After one of the routines 480, 482, 484, 486, 488 has been performed toallow the player to play one of the games, block 490 may be utilized todetermine whether the player wishes to terminate play on the gaming unit54 or to select another game. If the player wishes to stop playing thegaming unit 54, which wish may be expressed, for example, by selecting a“Cash Out” button, the controller 310 may dispense value to the playerat block 492 based on the outcome of the game(s) played by the player.The operation may then return to block 452. If the player did not wishto quit as determined at block 490, the routine may return to block 456where the game-selection display may again be generated to allow theplayer to select another game.

It should be noted that although five gaming routines are shown in FIG.9, a different number of routines could be included to allow play of adifferent number of games. The gaming unit 54 may also be programmed toallow play of different games.

FIG. 11 is a flowchart of an alternative main operating routine 500 thatmay be stored in the memory of the controller 310. The main routine 500may be utilized for gaming units 54 that are designed to allow play ofonly a single game or single type of game, and does not include thepreconditions block shown in the routine of FIG. 9, although the routineof FIG. 11 may be altered to include such block. Referring to FIG. 11,the main routine 500 may begin operation at block 502 during which anattraction sequence may be performed in an attempt to induce a potentialplayer in a casino to play the gaming unit 54. The attraction sequencemay be performed by displaying one or more video images on the displayunit 274 (if provided as a video display unit) and/or causing one ormore sound segments, such as voice or music, to be generated via thespeakers 270.

During performance of the attraction sequence, if a potential playermakes any input to the gaming unit 54 as determined at block 504, theattraction sequence may be terminated and a game display may begenerated on the display unit 274 (if provided as a video display unit)at block 506. The game display generated at block 506 may include, forexample, an image of the casino game that may be played on the gamingunit 54 and/or a visual message to prompt the player to deposit valueinto the gaming unit 54. At block 508, the gaming unit 54 may determineif the player requested information concerning the game, in which casethe requested information may be displayed at block 510. Block 512 maybe used to determine if the player requested initiation of a game, inwhich case a game routine 514 may be performed. The game routine 514could be any one of the game routines disclosed herein, such as one ofthe five game routines 480, 482, 484, 486, 488, or another game routine.

After the routine 514 has been performed to allow the player to play thegame, block 516 may be utilized to determine whether the player wishesto terminate play on the gaming unit 54. If the player wishes to stopplaying the gaming unit 54, which wish may be expressed, for example, byselecting a “Cash Out” button, the controller 310 may dispense value tothe player at block 518 based on the outcome of the game(s) played bythe player. The operation may then return to block 502. If the playerdid not wish to quit as determined at block 516, the operation mayreturn to block 508.

Video Poker

Where the gaming unit 54 is designed to facilitate play of a video pokergame, the display unit 274 may comprise a video display unit. FIG. 12 isan exemplary display 600 that may be shown on the display unit 274during performance of the video poker routine 480 shown schematically inFIG. 9. Referring to FIG. 12, the display 600 may include video images602 of a plurality of playing cards representing the player's hand, suchas five cards. To allow the player to control the play of the videopoker game, a plurality of player-selectable buttons may be displayed.The buttons may include a “Hold” button 604 disposed directly below eachof the playing card images 602, a “Cash Out” button 606, a “See Pays”button 608, a “Bet One Credit” button 610, a “Bet Max Credits” button612, and a “Deal/Draw” button 614. The display 600 may also include anarea 616 in which the number of remaining credits or value is displayed.If the display unit 274 is provided with a touch-sensitive screen, thebuttons 604, 606, 608, 610, 612, 614 may form part of the video display600. Alternatively, one or more of those buttons may be provided as partof a control panel that is provided separately from the display unit274.

FIG. 14 is a flowchart of the video poker routine 360 shownschematically in FIG. 9. Referring to FIG. 14, at block 620, the routinemay determine whether the player has requested payout information, suchas by activating the “See Pays” button 608, in which case at block 622the routine may cause one or more pay tables to be displayed on thedisplay unit 274. At block 624, the routine may determine whether theplayer has made a bet, such as by pressing the “Bet One Credit” button610, in which case at block 626 bet data corresponding to the bet madeby the player may be stored in the memory of the controller 310. Atblock 628, the routine may determine whether the player has pressed the“Bet Max Credits” button 612, in which case at block 630 bet datacorresponding to the maximum allowable bet may be stored in the memoryof the controller 310.

At block 632, the routine may determine if the player desires a new handto be dealt, which may be determined by detecting if the “Deal/Draw”button 614 was activated after a wager was made. In that case, at block634 a video poker hand may be “dealt” by causing the display unit 274 togenerate the playing card images 602. After the hand is dealt, at block636 the routine may determine if any of the “Hold” buttons 604 have beenactivated by the player, in which case data regarding which of theplaying card images 602 are to be “held” may be stored in the controller310 at block 638. If the “Deal/Draw” button 614 is activated again asdetermined at block 640, each of the playing card images 602 that wasnot “held” may be caused to disappear from the video display 600 and tobe replaced by a new, randomly selected, playing card image 602 at block642.

At block 644, the routine may determine whether the poker handrepresented by the playing card images 602 currently displayed is awinner. That determination may be made by comparing data representingthe currently displayed poker hand with data representing all possiblewinning hands, which may be stored in the memory of the controller 310.If there is a winning hand, a payout value corresponding to the winninghand may be determined at block 646. At block 648, the player'scumulative value or number of credits may be updated by subtracting thebet made by the player and adding, if the hand was a winner, the payoutvalue determined at block 646. The cumulative value or number of creditsmay also be displayed in the display area 616 (FIG. 12).

Although the video poker routine 480 is described above in connectionwith a single poker hand of five cards, the routine 480 may be modifiedto allow other versions of poker to be played. For example, seven cardpoker may be played, or stud poker may be played. Alternatively,multiple poker hands may be simultaneously played. In that case, thegame may begin by dealing a single poker hand, and the player may beallowed to hold certain cards. After deciding which cards to hold, theheld cards may be duplicated in a plurality of different poker hands,with the remaining cards for each of those poker hands being randomlydetermined.

Video Blackjack

Where the gaming unit 54 is designed to facilitate play of a videoblackjack game, the display unit 274 may comprise a video display unit.FIG. 13 is an exemplary display 700 that may be shown on the displayunit 274 during performance of the video blackjack routine 482 shownschematically in FIG. 9. Referring to FIG. 13, the display 700 mayinclude video images 702 of a pair of playing cards representing adealer's hand, with one of the cards shown face up and the other cardbeing shown face down, and video images 704 of a pair of playing cardsrepresenting a player's hand, with both the cards shown face up. The“dealer” may be the gaming unit 54.

To allow the player to control the play of the video blackjack game, aplurality of player-selectable buttons may be displayed. The buttons mayinclude a “Cash Out” button 706, a “See Pays” button 708, a “Stay”button 710, a “Hit” button 712, a “Bet One Credit” button 714, and a“Bet Max Credits” button 716. The display 700 may also include an area718 in which the number of remaining credits or value is displayed. Ifthe display unit 274 is provided with a touch-sensitive screen, thebuttons 706, 708, 710, 712, 714, 716 may form part of the video display700. Alternatively, one or more of those buttons may be provided as partof a control panel that is provided separately from the display unit274.

FIG. 15 is a flowchart of the video blackjack routine 482 shownschematically in FIG. 9. Referring to FIG. 15, the video blackjackroutine 482 may begin at block 720 where it may determine whether a bethas been made by the player. That may be determined, for example, bydetecting the activation of either the “Bet One Credit” button 714 orthe “Bet Max Credits” button 716. At block 722, bet data correspondingto the bet made at block 720 may be stored in the memory of thecontroller 310. At block 724, a dealer's hand and a player's hand may be“dealt” by making the playing card images 702, 704 appear on the displayunit 274.

At block 726, the player may be allowed to be “hit,” in which case atblock 728 another card will be dealt to the player's hand by makinganother playing card image 704 appear in the display 700. If the playeris hit, block 730 may determine if the player has “bust,” or exceeded21. If the player has not bust, blocks 726 and 728 may be performedagain to allow the player to be hit again.

If the player decides not to hit, at block 732 the routine may determinewhether the dealer should be hit. Whether the dealer hits may bedetermined in accordance with predetermined rules, such as the dealeralways hit if the dealer's hand totals 15 or less. If the dealer hits,at block 734 the dealer's hand may be dealt another card by makinganother playing card image 702 appear in the display 700. At block 736the routine may determine whether the dealer has bust. If the dealer hasnot bust, blocks 732, 734 may be performed again to allow the dealer tobe hit again.

If the dealer does not hit, the outcome of the blackjack game and acorresponding payout may be determined based on, for example, whetherthe player or the dealer has the higher hand that does not exceed 21, asdetermined at block 738. If the player has a winning hand, a payoutvalue corresponding to the winning hand may be determined at block 740.At block 742, the player's cumulative value or number of credits may beupdated by subtracting the bet made by the player and adding, if theplayer won, the payout value determined at block 740. The cumulativevalue or number of credits may also be displayed in the display area 718(FIG. 13).

Slots

Where the gaming unit 54 is designed to facilitate play of a video slotsgame, the display unit 274 may comprise a video display unit. FIG. 16 isan exemplary display 800 that may be shown on the display unit 274during performance of the slots routine 484 shown schematically in FIG.9. Referring to FIG. 16, the display 800 may include video images 802 ofa plurality of slot machine reels, each of the reels having a pluralityof reel symbols 804 associated therewith. Although the display 800 showsfive reel images 802, each of which may have three reel symbols 804 thatare visible at a time, other reel configurations could be utilized.

To allow the player to control the play of the slots game, a pluralityof player-selectable buttons may be displayed. The buttons may include a“Cash Out” button 806, a “See Pays” button 808, a plurality ofpayline-selection buttons 810 each of which allows the player to selecta different number of paylines prior to “spinning” the reels, aplurality of bet-selection buttons 812 each of which allows a player tospecify a wager amount for each payline selected, a “Spin” button 814,and a “Max Bet” button 816 to allow a player to make the maximum wagerallowable.

FIG. 18 is a flowchart of the slots routine 484 shown schematically inFIG. 9. Referring to FIG. 18, at block 820, the routine may determinewhether the player has requested payout information, such as byactivating the “See Pays” button 808, in which case at block 822 theroutine may cause one or more pay tables to be displayed on the displayunit 274. At block 824, the routine may determine whether the player haspressed one of the payline-selection buttons 810, in which case at block826 data corresponding to the number of paylines selected by the playermay be stored in the memory of the controller 310. At block 828, theroutine may determine whether the player has pressed one of thebet-selection buttons 812, in which case at block 830 data correspondingto the amount bet per payline may be stored in the memory of thecontroller 310. At block 832, the routine may determine whether theplayer has pressed the “Max Bet” button 816, in which case at block 834bet data (which may include both payline data and bet-per-payline data)corresponding to the maximum allowable bet may be stored in the memoryof the controller 310.

If the “Spin” button 814 has been activated by the player as determinedat block 836, at block 838 the routine may cause the slot machine reelimages 802 to begin “spinning” so as to simulate the appearance of aplurality of spinning mechanical slot machine reels. At block 840, theroutine may determine the positions at which the slot machine reelimages will stop, or the particular symbol images 804 that will bedisplayed when the reel images 802 stop spinning. At block 842, theroutine may stop the reel images 802 from spinning by displayingstationary reel images 802 and images of three symbols 804 for eachstopped reel image 802. The reels may be stopped from left to right,from the perspective of the player, or in any other manner or sequence.

The routine may provide for the possibility of a bonus game or round ifcertain conditions are met, such as the display in the stopped reelimages 802 of a particular symbol 804. If there is such a bonuscondition as determined at block 844, the routine may proceed to block846 where a bonus round may be played. The bonus round may be adifferent game than slots, and many other types of bonus games could beprovided. If the player wins the bonus round, or receives additionalcredits or points in the bonus round, a bonus value may be determined atblock 848. A payout value corresponding to outcome of the slots gameand/or the bonus round may be determined at block 850. At block 852, theplayer's cumulative value or number of credits may be updated bysubtracting the bet made by the player and adding, if the slot gameand/or bonus round was a winner, the payout value determined at block850.

Although the above routine has been described as a video slot machineroutine in which slot machine reels are represented as images on thedisplay unit 274, actual slot machine reels that are capable of beingspun may be utilized instead, in which case the display unit 274 couldbe provided in the form of a plurality of mechanical reels that arerotatable, each of the reels having a plurality of reel images disposedthereon.

Moreover, it will be recognized that the determination of whether theplayer should receive a payout corresponding to the outcome of the slotsgame, an opportunity to play the bonus game, and/or receive a payoutcorresponding to the outcome of the bonus game may be made before thereels start “spinning.” That is, the outcome of the slots game may bedetermined shortly after the wager is made and the “Spin” button 814 isdepressed, with the animation of the reels (whether mechanical,electro-mechanical, or electrical) being selected according to theoutcome to signal the player that a particular outcome has beendetermined. Likewise, the determination of whether the outcome willprovide the opportunity of a bonus game may be made before the animationof the reels, and the outcome of the bonus game before the bonus game isdisplayed. As a consequence, the order of the determination of theoutcome of the slots game or bonus game and the animation of the reelsneed not be in the order shown in FIG. 18, and, in fact, may be in adifferent order without departing from the spirit and teaching of thisdisclosure. Similar remarks may be made in regard to the determinationsof the outcomes and animations of the poker and blackjack routinesdiscussed above, and the outcomes and animations of the keno and bingoroutines discussed below.

Video Keno

Where the gaming unit 54 is designed to facilitate play of a video kenogame, the display unit 274 may comprise a video display unit. FIG. 17 isan exemplary display 900 that may be shown on the display unit 274during performance of the video keno routine 486 shown schematically inFIG. 9. Referring to FIG. 17, the display 900 may include a video image902 of a plurality of numbers that were selected by the player prior tothe start of a keno game and a video image 904 of a plurality of numbersrandomly selected during the keno game. The randomly selected numbersmay be displayed in a grid pattern.

To allow the player to control the play of the keno game, a plurality ofplayer-selectable buttons may be displayed. The buttons may include a“Cash Out” button 906, a “See Pays” button 908, a “Bet One Credit”button 910, a “Bet Max Credits” button 912, a “Select Ticket” button914, a “Select Number” button 916, and a “Play” button 918. The display900 may also include an area 920 in which the number of remainingcredits or value is displayed. If the display unit 274 is provided witha touch-sensitive screen, the buttons may form part of the video display900. Alternatively, one or more of those buttons may be provided as partof a control panel that is provided separately from the display unit274.

FIG. 19 is a flowchart of the video keno routine 486 shown schematicallyin FIG. 9. The keno routine 486 may be utilized in connection with asingle gaming unit 54 where a single player is playing a keno game, orthe keno routine 486 may be utilized in connection with multiple gamingunits 54 where multiple players are playing a single keno game. In thelatter case, one or more of the acts described below may be performedeither by the controller 310 in each gaming unit or by one of thenetwork computers 56, 76, 110, 112 to which multiple gaming units 54 areoperatively connected.

Referring to FIG. 19, at block 922, the routine may determine whetherthe player has requested payout information, such as by activating the“See Pays” button 908, in which case at block 924 the routine may causeone or more pay tables to be displayed on the display unit 274. At block926, the routine may determine whether the player has made a bet, suchas by having pressed the “Bet One Credit” button 910 or the “Bet MaxCredits” button 912, in which case at block 928 bet data correspondingto the bet made by the player may be stored in the memory of thecontroller 310. After the player has made a wager, at block 930 theplayer may select a keno ticket, and at block 932 the ticket may bedisplayed on the display 900. At block 934, the player may select one ormore game numbers, which may be within a range set by the casino. Afterbeing selected, the player's game numbers may be stored in the memory ofthe controller 310 at block 936 and may be included in the image 902 onthe display 900 at block 938. After a certain amount of time, the kenogame may be closed to additional players (where a number of players areplaying a single keno game using multiple gambling units 54).

If play of the keno game is to begin as determined at block 940, atblock 942 a game number within a range set by the casino may be randomlyselected either by the controller 310 or a central computer operativelyconnected to the controller, such as one of the network computers 56,76, 110, 112. At block 944, the randomly selected game number may bedisplayed on the display unit 274 and the display units 274 of othergaming units 54 (if any) which are involved in the same keno game. Atblock 946, the controller 310 (or the central computer noted above) mayincrement a count which keeps track of how many game numbers have beenselected at block 942.

At block 948, the controller 310 (or one of the network computers 56,76, 110, 112) may determine whether a maximum number of game numberswithin the range have been randomly selected. If not, another gamenumber may be randomly selected at block 942. If the maximum number ofgame numbers has been selected, at block 950 the controller 310 (or acentral computer 56, 76, 110, 112) may determine whether there are asufficient number of matches between the game numbers selected by theplayer and the game numbers selected at block 942 to cause the player towin. The number of matches may depend on how many numbers the playerselected and the particular keno rules being used.

If there are a sufficient number of matches, a payout may be determinedat block 952 to compensate the player for winning the game. The payoutmay depend on the number of matches between the game numbers selected bythe player and the game numbers randomly selected at block 942. At block954, the player's cumulative value or number of credits may be updatedby subtracting the bet made by the player and adding, if the keno gamewas won, the payout value determined at block 952. The cumulative valueor number of credits may also be displayed in the display area 920 (FIG.17).

Video Bingo

Where the gaming unit 54 is designed to facilitate play of a video bingogame, the display unit 274 may comprise a video display unit. FIG. 20 isan exemplary display 1000 that may be shown on the display unit 274during performance of the video bingo routine 488 shown schematically inFIG. 9. Referring to FIG. 20, the display 1000 may include one or morevideo images 1002 of a bingo card and images of the bingo numbersselected during the game. The bingo card images 1002 may have a gridpattern.

To allow the player to control the play of the bingo game, a pluralityof player-selectable buttons may be displayed. The buttons may include a“Cash Out” button 1004, a “See Pays” button 1006, a “Bet One Credit”button 1008, a “Bet Max Credits” button 11010, a “Select Card” button1012, and a “Play” button 1014. The display 1000 may also include anarea 1016 in which the number of remaining credits or value isdisplayed. If the display unit 274 is provided with a touch-sensitivescreen, the buttons may form part of the video display 1000.Alternatively, one or more of those buttons may be provided as part of acontrol panel that is provided separately from the display unit 274.

FIG. 21 is a flowchart of the video bingo routine 488 shownschematically in FIG. 9. The bingo routine 488 may be utilized inconnection with a single gaming unit 54 where a single player is playinga bingo game, or the bingo routine 488 may be utilized in connectionwith multiple gaming units 54 where multiple players are playing asingle bingo game. In the latter case, one or more of the acts describedbelow may be performed either by the controller 310 in each gaming unit54 or by one of the network computers 56, 76, 110, 112 to which multiplegaming units 54 are operatively connected.

Referring to FIG. 21, at block 1020, the routine may determine whetherthe player has requested payout information, such as by activating the“See Pays” button 1006, in which case at block 1022 the routine maycause one or more pay tables to be displayed on the display unit 274. Atblock 1024, the routine may determine whether the player has made a bet,such as by having pressed the “Bet One Credit” button 1008 or the “BetMax Credits” button 1010, in which case at block 1026 bet datacorresponding to the bet made by the player may be stored in the memoryof the controller 310.

After the player has made a wager, at block 1028 the player may select abingo card, which may be generated randomly. The player may select morethan one bingo card, and there may be a maximum number of bingo cardsthat a player may select. The card or cards may be added to the display1000 at block 1030. After play is to commence as determined at block1032, at block 1034 a bingo number may be randomly generated by thecontroller 310 or a central computer such as one of the networkcomputers 56, 76, 110, 112. At block 1036, the bingo number may bedisplayed on the display unit 274 and the display units 274 of any othergaming units 54 involved in the bingo game.

At block 1038, the controller 310 (or a central computer) may determinewhether any player has won the bingo game. If no player has won, anotherbingo number may be randomly selected at block 1034. If any player hasbingo as determined at block 1038, the routine may determine at block1040 whether the player playing that gaming unit 54 was the winner. Ifso, at block 1042 a payout for the player may be determined. The payoutmay depend on the number of random numbers that were drawn before therewas a winner, the total number of winners (if there was more than oneplayer), and the amount of money that was wagered on the game. At block1044, the player's cumulative value or number of credits may be updatedby subtracting the bet made by the player and adding, if the bingo gamewas won, the payout value determined at block 1042. The cumulative valueor number of credits may also be displayed in the display area 1016(FIG. 20).

Example of Operation of System

The following are examples of the operation of the brand associationaspect of the system 50 according to an embodiment of the system 50. Theexamples are for illustration purposes only, and are not meant to limitthe scope of the claims thereby, or to emphasize one embodimentdiscussed over another.

According to a first example, the brand association routine 350 isoperating in the server 140. In this example, the brand associationroutine 350 utilizes information or data from the player profile andbrand criteria, but no event criteria. Consequently, the routine 350starts at block 352.

At block 352, the determination is made that player profiles will beutilized in determining the selected brand to be used. According to thisexample, the player profiles are stored in the player tracking server142, and the brand association server 140 determines which profiles areto be retrieved from the player tracking server 142 according to thoseplayers that are signed in to the player tracking system including theplayer tracking server 142 and at least the gaming units associated withthe player tracking modules 176. A player may sign in to the playertracking system by disposing a player tracking card into the card reader262 associated with the respective player tracking module 260. Theplayer profiles of the players that are signed into the player trackingsystem are downloaded to the brand association server 140, completingblock 354.

For purposes of illustration, the player profiles downloaded may containa travel record. In particular, the travel record may includeinformation regarding the player's preferences concerning airlinetravel, hotels accommodations, and rental car companies. According tothis example this information will be used in the determination made atblock 388.

The routine 350 then passes to block 380, wherein the determination ismade that no event criteria will be used in the determination made atblock 388. As a consequence, the routine 350 proceeds to block 384.

At block 384, the server 140 determines that brand criteria is to beused, in part, to select the brand or brands according to the presentexample. The routine then proceeds to block 386, wherein the brandcriteria are received by the brand server. According to the presentexample, the network operator may be looking to provide a prize programfor its player tracking club members that includes airline travel, hotelaccommodations, and ground transport. As such, the network operator mayestablished a brand criteria which will select those players whoseplayer profiles, and in particular, their travel records, indicate thatthey have taken a trip recently by airplane, typically take at least onefour-day vacation each year, and typically rent a car if they travel byairplane.

At block 388, the determination is made as to which brands to select. Inthis example, the server 140 first compares the brand criteria with theplayer profiles to determine the number of players that have travelrecords that match the brand criteria. Based on the comparison, theserver 140 may determine that there are three hundred individuals thatmeet the brand criteria. The server 140 then sends a request for bids toseveral airlines, to several hotels, and to several car rentalcompanies, alerting them to the fact that the network operatorassociated with the server 140 wishes to establish a prize packageincluding first class air travel to Orlando, Fla., four-nightaccommodation, and a rental car. In exchange, the winning bidder willhave their advertisements displayed and their corporate logo included asa symbol on one or more of the game elements displayed. In response tothe request for bids, the server 140 may receive several bids fromairlines, hotel companies and car rental companies. According to thisexample, the determination of which brands to feature may be made byselecting the lowest bid for each service (airline travel, hotelaccommodation, and car rental).

At block 390, the server 140 retrieves brand materials from each of thewinning bidders. According to this example, the server 140 may receivedownloads of logos from each of the winning bidders to be used toreplace the symbols on one of the gaming units associated with one ofthe players is part of the selected group of players. The server 140 mayalso receive advertising materials from the winningbidder/brand-promoters.

In turn, the server 140 may download the logos to the gaming unitdownload server 144 as part of block 392. The server 140 may also definea modification to the paytable used by the gaming units 180 to includean outcome that will be associated with the prize package, whichpaytable will be downloaded to the gaming unit download server 144.Preferably, this prize package will be assigned to a combination ofsymbols that is infrequently displayed and not presently associated witha payout, and that could be composed of one each of the logo of theselected airline brand, the selected hotel brand, and the selected carrental brand. The server 140 may further download the advertisingmaterials to the gaming unit download server 144. The gaming unitdownload server 144 may then download the logos, the paytable, and theadvertising materials to the gaming units 180.

With the logos, paytable and advertising materials downloaded to thegaming units 180, the routine 350 may proceed to block 394. The server140 or the gaming units 180 may perform a check before using thedownloaded brand materials, to determine if the gaming unit 180 ispresently executing an iteration of the game routine, which may be avideo slots routine. If the determination is made that the gaming unit180 is presently executing an iteration of the game routine, thesubstitution of the logos and the paytable may be delayed until theexecution of the present iteration is complete, whether that means thatthe server 140 delays the transmission of a signal that would otherwisecause the gaming unit 180 to use the downloaded logos and paytable orthat means that the controller 310 associated with the gaming unitdelays implementation. On the other hand, because the advertisingmaterial would not affect the operation of the game routine, the gamingunit may begin to display the advertising material as soon as theroutine proceeds to block 394. According to this example, theadvertising material of each of the winning bidders/brand-promoters maybe displayed to the player in sequence, along with an explanation of theprize program that the player is participating in, or the advertisingmaterial of all of the winning bidder/brand-promoters may be displayedat the same time, if space permits.

The operation of the gaming units 180 continues in this fashion untilone of the player/participants achieves the outcome that is associatedwith the prize. At that time, the server 140 may determine at block 444that a new brand may now be displayed on the gaming units 180 other thanthe gaming unit 180 associated with the winning player. For these othergaming units 180, the routine 350 may return to block 352.

As for the winning player, the outcome may cause the server 140 toretrieve one or more images that are displayed on the display unit 274of the gaming unit 180. The images may represent one or more forms thatare transmitted from the gaming unit 180 to the server 140, and fromthere to the servers 168, 170, 172, for example. Alternatively, theforms may be downloaded from the servers 168, 170, 172 and returned tothe servers 168, 170, 172 when completed. As a further alternative, theimages may be associated with an on-line travel agent or travelorganizer, which acts as an intermediary between the casino/networkoperator that administers the handling of the establishment of thecompetition and the awarding of the prize and the brand-promoters thatadminister the delivery of the component goods and//or services thatmake up the prize. As further alternative, the server 140 may controlthe printer 256 associated with the gaming unit 180, via the controller310 associated with the gaming unit 180, for example, to provide aplurality of vouchers that may be independently redeemable with each ofthe brand-promoters for the component parts of the prize package.

According to a second example, the brand association routine 350 isoperating in one of the gaming units 75, which also is operating as avideo slots game, such as is shown in FIG. 6A. In this example, thebrand association routine 350 does not rely on the player profile data,event criteria or brand criteria to determine the selected brand.Consequently, the brand association routine 350 begins with thedetermination of the brand at block 388.

The determination of the brand at block 388 may be made according to aninput received from the player. In particular, a ticket or coupon may befed into the ticket reader 256. According to the data printed on theticket or coupon, which may have been given to the player as part of apromotional event for the casino or a promotional event for abrand-promoter, such as in combination with the purchase of a goodand/or service from the brand-promoter, the controller 310 of the gamingunit 75 may determine which brand is to be selected.

At block 390, the controller 310 may retrieve brand materials that havebeen stored in advance in the program memory 312. According to thisexample, the brand materials may include a symbol to be used in place ofat least one the symbols typically displayed on the reels during normaloperation of the gaming unit 75. More particularly, the symbols may bedynamic; that is, the symbols may represent links to web pages stored ina remote location, for example, on the brand server 168. Further, thebrand symbols may be used in an outcome for which a prize is associated,the prize being provided by the network operator from an inventory ofprizes provided to the network operator by the brand-promoter.Furthermore, the brand materials may include advertising materials thatmay be downloaded to a personal communication unit 84 associated withthe player and in communication with the transceiver 82 of the gamingunit 75.

Because the brand materials are stored locally, the distribution of thematerials at block 392 may not be necessary, and the controller 310 maypass to block 394 to use the brand materials.

As for the brand symbols, the controller 310 may perform an initialcheck to determine that an iteration of the slots routine is notpresently being performed. If the slots routine is being performed, thecontroller 310 may delay the substitution of the brand symbols until theroutine has completed the execution of the present iteration of theslots routine. Once the iteration is complete, the controller 310 maysubstitute the brand symbols for the symbols normally displayed. Thecontroller 310 may also update the paytable to include the brand symbolsin those combinations where the replaced symbol was present, and toinclude the newly instituted prize featuring the brand symbols.

On the other hand, the controller 310 may download the advertisingmaterials to the personal communication unit 84 as soon as thecontroller is ready to perform block 394. That is, the controller 310need not delay the downloading of the advertising materials to thepersonal communication unit 84, which advertisements may take advantageof one or more wireless applications operating on the personalcommunication unit 84. These advertisements may be displayed on thescreen of the personal communication unit 84 at the same time as thebrand symbols are used in the presentation of the slots game on thedisplay unit 274 of the gaming unit 75.

Because the brand symbols are dynamic, the player may retrieve furthermaterials from a brand web site by touching one of the brand symbols, ormore particularly an area of a touch screen immediately adjacent thesection of the display screen 274 where the brand symbol is displayed.In response to this input, the controller 310 may retrieve a linkassociated with the brand symbol, and using the link, a web pageassociated with the link. This web page may be a home page for a website administered by the brand-promoter for the selected brand, such asis shown in FIG. 7. The player may then navigate the brand orbrand-promoter website to learn more about the brand and/or the goodsand/or services associated with the brand.

Moreover, if the combination of symbols is displayed that results in aprize sponsored by the brand-promoter, the controller 310 may display animage similar to that shown in FIG. 8. The player is thus given threeoptions for his or her prize, from which the player must choose one.When the form is submitted (when the player touches the “enter” button),the controller determines which option has been selected, and sends asignal or message to, for example, the network computer 76. The networkcomputer 76 may, in turn, forward the signal or message through thenetwork 102 to a remote server 110, which server may operate as a prizeredemption server. The prize redemption server may have a printerassociated therewith, and in response to the signal or message, mayprint a ticket. An employee of the operator administering the network 72may receive the ticket, may obtain one of the selected payout frominventory, and may deliver the prize to the player at the gaming unit75.

The operation of the gaming unit 75 according to the preceding examplemay continue until the player determines that he or she wishes todiscontinue use of the brand association aspect of the system 50, thathe or she wishes to discontinue use of the system 50, or the controller310 determines, at block 444, that the brand will be changed.

1. A method of operating a gaming system, the method comprising: (a)receiving a first wager from a player; (b) displaying a first imagerepresenting a first play of a game; (c) displaying a first outcomeassociated with the first play of the game; (d) determining whether toassociate a first payout with the first play of the game, the firstpayout based on the displayed first outcome and a first paytable; (e)displaying the first payout, if any, for the first play of the game; andwhen a brand-association event occurs in the first play of the game: (i)selecting one of a plurality of different brands for a second play ofthe game; (ii) associating the selected brand with at least one payoutof the second play of the game, the at least one payout being part of asecond paytable for the second play of the game, the second paytablebeing different than the first paytable; (iii) receiving a second wagerfrom the player; (iv) displaying a second image representing the secondplay of the game; (v) displaying a second outcome associated with thesecond play of the game; (vi) determining whether to associate a secondpayout with the second play of the game, the second payout based on thedisplayed second outcome and the second paytable; and (vii) displayingthe second payout, if any, for the second play of the game.
 2. Themethod according to claim 1, comprising: modifying the first paytable todefine forming the second paytable by adding said at least one payoutassociated with the selected brand to the first paytable if thebrand-association event has occurred in association with the first playof the game.
 3. The method according to claim 2, comprising: modifyingthe first paytable to define the second paytable if thebrand-association event has occurred in association with the first playof the game, the second paytable differing from the first paytable inthat the second paytable includes at least one payout associated withthe selected brand for a game outcome of the first paytable that isunassociated with a payout.
 4. The method according to claim 1,comprising: downloading the second paytable if the brand-associationevent has occurred in association with the first play of the game, thesecond paytable differing from the first paytable in that the secondpaytable includes at least one payout associated with the selectedbrand.
 5. The method according to claim 4, comprising: downloading thesecond paytable if the brand-association event has occurred inassociation with the first play of the game, the second paytablediffering from the first paytable in that the second paytable includesat least one payout associated with the selected brand for a gameoutcome of the first paytable that is unassociated with a payout.
 6. Themethod according to claim 1, comprising: displaying an imagerepresenting the second play of the game, the image including aplurality of game elements, the plurality of game elements defining oneor more game outcomes for the second play of the game; and using if thebrand-association event has occurred in association with the second playof the game, including said at least one payout associated with theselected brand and at least one game element comprising informationregarding the selected brand in the second paytable.
 7. The methodaccording to claim 6, wherein the information regarding the selectedbrand is a link and comprising: receiving an input from the player inregard to the link; retrieving an image associated with the link, theimage displaying information regarding the selected brand; anddisplaying the image associated with the link.
 8. The method accordingto claim 7, wherein the plurality of game elements include at least oneof cards, reel symbols, keno tickets, and bingo cards.
 9. The methodaccording to claim 6, wherein the information regarding the selectedbrand comprises at least one of audio and video associated with theselected brand.
 10. The method according to claim 9, wherein theinformation regarding the selected brand comprises a video clip and anaudio clip, both of which are associated with the selected brand. 11.The method according to claim 1, wherein the at least one payoutassociated with the selected brand comprises at least one of a good anda service associated with the selected brand.
 12. The method accordingto claim 11, comprising: receiving an input from the player, the inputassociated with at least one of the at least one of a good and a serviceassociated with the selected brand; and requesting delivery of the atleast one of the at least one of a good and a service associated withthe selected brand to the player.
 13. The method according to claim 12,comprising: delivering to the player the at least one of the at leastone of a good and a service associated with the selected brand to theplayer.
 14. The method according to claim 1, wherein the at least onepayout associated with the selected brand of the second paytablecomprises at least one brand point, the brand point being redeemable forat least one of a good and a service associated with the selected brand.15. The method according to claim 14, comprising: receiving an inputfrom the player, the input associated with an exchange of the at leastone brand point for at least one of a good and a service associated withthe selected brand; and requesting delivery of the at least one of agood and a service associated with the selected brand to the player. 16.The method according to claim 15, comprising: delivering to the playerthe at least one of the at least one of a good and a service associatedwith the selected brand to the player.
 17. The method according to claim1, comprising: receiving a player profile associated with the player,the player profile having data regarding the player associatedtherewith; comparing the data associated with the player profile withbrand criteria associated with a brand; and selecting the brandaccording to the comparison of the data associated with the playerprofile and the brand criteria data associated with the brand.
 18. Themethod according to claim 1, comprising: receiving a player profileassociated with the player, the player profile having data regarding theplayer associated therewith; comparing the data associated with theplayer profile with brand criteria data associated with a plurality ofbrands; transmitting requests to a plurality of brand-promoters, eachbrand-promoter associated with at least one brand of the plurality ofbrands; receiving offers from the plurality of brand-promoters; andselecting one of the brands according to the offers received from theplurality of brand-promoters.
 19. A gaming system comprising: at leastone display device configured to display at least one play of a gameoperable upon placement of a wager, the game including a plurality ofoutcomes; at least one input device; at least one processor; and atleast one memory device configured to store a plurality of instructionswhich when executed by the at least one processor cause the at least oneprocessor to operate with the at least one display device and the atleast one input device to: (a) display a first image representing afirst play of the game, (b) display a first one of the outcomesassociated with the first play of the game, (c) determine whether toassociate a first award with the displayed first outcome based on afirst paytable, (d) display the first award, if any, for the first playof the game, and (e) when a brand-association event occurs in the firstplay of the game: (i) select one of a plurality of different brands fora second play of the game, (ii) associate the selected brand with asecond, different award based on a second paytable, the second paytablebeing different than the first paytable, (iii) display a second imagerepresenting the second play of the game upon placement of anotherwager, (iv) displaying a second outcome associated with the second playof the game, (v) determine whether to associate the second, differentaward with the displayed second outcome based on the second paytable,and (vi) display the second, different award, if any, for the secondplay of the game.
 20. The gaming system of claim 19, wherein the brandassociation event includes a designated outcome occurring in associationwith the first play of the game.
 21. The gaming system of claim 19,wherein the at least one memory device is configured to store theplurality of different brands.
 22. The gaming system of claim 19,wherein the at least one memory device is configured to store aplurality of instructions which when executed by the at least oneprocessor cause the at least one processor to randomly select theselected brand for the second play of the game.
 23. The gaming system ofclaim 19, wherein the selected brand is associated with at least one of:(i) the second outcome, and (ii) the second, different award based onthe second paytable.